How to make a ninety minute commercial.
Stop when you’re done selling.
Long is not always the answer. In fact, we usually pride ourselves on making the complex simple. But this was a story that spanned continents and cultures, it was funny and heartbreaking, powerful and exciting.
So we started telling it and stopped when we were done.
Ninety minutes.
Sometimes a six second clip just won’t do.
Or a thirty second spot for that matter. Sometimes a message is so compelling and interesting that you need to see more.
This project for an HPE Hackathon started out as short-form digital content but ended up as a movie on Amazon Prime.
Know where to put the logo.
The logo goes at the end. But, if the story is true to the nature of the brand, its core beliefs and its mission, then the entire piece of communication is a celebration of the brand.
You’re not selling, you’re just showing.
And that’s way more effective.
