Video Editing: Sometimes it’s not Inconspicuous

Nike can regularly be counted upon to present compelling messages, particularly via video and TV. In their latest television debut, narrated by professional soccer player Megan Rapinoe, “You Can’t Stop Us” juxtaposes athletes from a variety of sports in creative split-screen actions that present a message of diversity and unity by converging different athletic moments into harmonized motions.

For those in the video production world, this uniquely features the least visible of the three most fundamental components of video storytelling: writing, directing and editing. Generally speaking, editing is not supposed to call attention to itself. It’s the inconspicuous power in the background, like the electricity that runs through a building. It enables what you see, but editing, like electricity, is intended to be unseen itself.

That’s thrown out the window in this video. The editing is front and center as the conspicuous storytelling element, energizing the message in a way that invokes attention while inspiring the viewer.

Like so much of big-brand advertising, this is not selling a specific product or service. Its job is to associate in our mind positive feelings about the sponsor and by that, not only stir our imagination but hopefully, inspire us to buy whatever the message-bearer is selling. The fact that big brands spend so much each year on this strategy is testament to its efficacy.

And to underscore the obvious: people like stories.

Nevertheless, for businesses that don’t spend multiple millions of dollars year after year to continually burnish their image, Nike’s example is still instructive. Can you present your products or services in a way that presents positive feelings among your potential buyers? Sometimes, any added cost can be negligible. For instance, when pertinent, viewer impact can be lifted by the simplicity of adding a little humor or even some quirky relation to the viewer.

More to the point: your business can benefit from the integration of storytelling.

Technology Advertising: It’s the Story! (Not the Technology)

To marketing and advertising types, the technology of getting a message out can be seductive. Regardless of whether it’s (particularly in the past) via direct mail, magazine ads, radio, TV commercials, etc., such does demand a certain amount of attention to make everything work effectively.

Sometimes the technology can take center stage when you have imagined, produced and executed an idea that generates impressive returns on investment.

Alternatively, it can be disheartening when the increase in new sales does not surpass the money and resources it took to create and get the message out.

Nowadays what can be accomplished with technology — particularly regarding the use of the internet, databases, data science, artificial intelligence, and instant information processing — is beyond the reality of many.

Sure, text messages, video-on-demand, social sharing and related channels are readily embraced by a massive chunk of individuals in our world.

  • But what about emerging ways to personalize a message so that a marketing ad can be more relevant to a consumer at the instant they view it?
  • How about marketing videos that allow viewers to engage with the video subject in real time?
  • How about video advertising that includes subtle elements like a clock in the video that displays the correct time of your current geographical location?
  • Or a marketing video that displays the same weather as your location, or even geographic elements from your location?
  • And what if such personalization were tied to something as inherently ignored as a traditional online banner ad viewed on a computer, tablet or any smart phone?

As intriguing as this or any new or future technology may be, what is rightfully emphasized in the world of marketing and advertising is “the story (or idea).”

As obvious at that may seem, it’s worth emphasis and re-emphasis and even over-emphasis as it’s too easy to be allured by the magic of technology in and of itself.

Without a compelling story to sincerely capture the attention of real people to then engage their attention, the technology is for naught.

Of course, now, more than ever, determining the most effective idea, or story, is perhaps more magical than any technology might ever be.