A producer and I have been having quite a few conversations about this new type of advertising and what it means for our industry. It’s still really young on a commercial level. There are really no real metrics except for number of hits on youtube, facebook, whatever. But as far as having an impact on sales, the cards are still on the table. While we can all agree that it’s a necessity to have a presence on the web, especially with more and more young people ditching the TV for lap technologies, we still can’t see the justifications for such investments.
However, we have come up with a valid argument for this direction. It’s the same old story and formula we are all too familiar with as storytellers: human connection. How we see ourselves in reflection to others. How we compare ourselves to other people. How we learn from other’s experiences, positive or negative. That demand will always be there, but just in different variations and formats. Now major companies are taking financial and credential risks in the human experience. They are trusting creatives like you and me to create a story that connects audiences to not only the subject, but also their products. You may wanna call it sneaky. I call it genius art.
This genius art is awesome for our industry. Read the rest of this entry »