#STORYTOOLKIT: Hollywood's storytelling tips and tricks revealed

#STORYTOOLKIT

©2013 Critical Mass, Inc. All Rights Reserved | 1

HOLLYWOOD’S STORYTELLING TIPS & TRICKS REVEALED

1 OCTOBER 2013


LIFE AS A WRITER

Created and co-wrote Valiant, an animated feature film released in 2005.

Commissioned to write further screenplays for Dreamworks, BBC Films, Working Title, UK Film Council.

LIFE AS A CONTENT STRATEGIST

Head of Content & Social Media for Critical Mass, London.

Current clients include Citi, Hewlett Packard, Goodyear & Dunlop.

[email protected]

@georgew1971

GEORGE WEBSTER

DIRECTOR OF CONTENT STRATEGY, CRITICAL MASS


WHAT’S MY STORY?


“I WANT TO PROVIDE YOU FRAMEWORKS THAT CAN HELP YOU IDEATE TOWARDS GREAT DISRUPTIVE STORIES BUT I HAVE SELF DOUBT AND I FACE VALID CHALLENGES FROM CREATIVE AND PLANNING DEPARTMENTS SO GIVE ME SOME LEEWAY HERE.”

5

STORY IS INBALANCE


WHAT’S OUR INBALANCE?


AS MARKETEERS WE ALL WANT THE SAME THING.


STORY / THE KEY ELEMENTS


WE WANT TO GRAB OUR CUSTOMERS UNDIVIDED ATTENTION BUT THEY DON’T CARE ABOUT US THEY CARE ABOUT THEMSELVES.




OUR PROCESSES AND TOWE USE THE SAME TOOLS AND PROCESSES

YET WE USE THE SAME TOOLS AND PROCESSES


“EVERYONE’S USING THE SAME ‘BEST PRACTICE’ PROCESS” [BBH, ANTI-WINDTUNNEL MOVEMENT]


SO IT’S HARD TO THINK DIFFERENT


BUT TODAY YOU HAVE A CHOICE


Take the blue pill takes you back to your ordinary life. Same processes. Same tools. Same thinking spun a little different.

THE BLUE PILL


Take the red pill and open your eyes to story-supervision. A whole new world where you begin to see the story framework behind the idea.

THE RED PILL


GOOD CHOICE


STORY SUPER-VISION


Story super-vision can...

•  Help you see the story at work behind an idea

•  Help you become a better storyteller

•  Help you run brainstorming sessions centred around finding stories that work for your brand.

•  Help you more confidently articulate why you believe some ideas work better than others and vica-versa.

•  Help planning and creative departments align

HOW IS THIS USEFUL?



GRABBING AND KEEPING ATTENTION IS THEIR BUSINESS


02/ THREE KEY HOLLYWOOD TOOLS


Hollywood knows that true character is revealed in the choices we make under pressure. By focusing on the wants and needs of a character and pushing them into extreme choices - we the audience become emotionally invested in their outcome.

Hollywood takeaway:

Learn how to develop and utilize your brand’s unique point of view of the world to maximum effect.

1. EXAGGERATED CHARACTER POV


Hollywood knows how to grab attention and put bums on seats. That’s why it returns again and again to a storytelling framework that is ‘high concept’ gold.

Hollywood takeaway:

If we consider predatory thinking to be about ‘reframing the conversation’ then using Clash of Context is a brilliant way to approach doing this.

2. CLASH OF CONTEXT


3. COMIC OPPOSITES

Hollywood is in the entertainment business and making us laugh is BIG business. The comic opposites framework is Hollywood’s banker bet to make this happen.

Hollywood takeaway:

Together with Clash of Context, this highly flexible framework takes seconds to understand yet is behind some of most successful marketing campaigns of all time.


BEFORE WE APPLY THESE TOOLS LET’S UNDERSTAND WHAT A STORY IS.


GET YOUR HERO UP A TREE

ACT1/ THE SITUATION



THROW ROCKS AT HIM

COMPLICATIONS



GET HIM DOWN RESOLUTION



A MAN WANTS TO GET DOWN FROM A TREE BUT HE CAN’T BECAUSE PEOPLE KEEP THROWING ROCKS AT HIM.



ABC


A


1.  A hero

2.  A desire

3.  A villain


A WANTS B


1.  A hero

2.  A desire

3.  A villain


A WANTS B BUT C GETS IN THE WAY.


1.  A hero

2.  A desire

3.  A villain


A WANTS B BUT C GETS IN THE WAY. (HOW CAN THE BRAND HELP?)


1.  A hero

2.  A desire

3.  A villain

4.  A mentor


HOW CAN WE HELP THE MAN?



HOW CAN WE HELP THE MAN?


•  We don’t. We make him anxious and scare him into buying our ladder.

•  We can empower him by guiding him down and encouraging him every step of the way.

•  We can use our magic powers to remove all the obstacles and he can now climb down the tree himself.

•  We can lie to comic effect and tell him the view at night from the tree is apparently fantastic!

•  We can tell the truth to comic effect and suggest that at least he’s got a good excuse to not see his in-laws!


WRITE SIMPLE ABC STORIES + HOW BRAND CAN HELP FOR THE FOLLOWING:

“

GROUP EXERCISE #1 (5 MINUTES)

EXPLORING CHARACTERS / THE HERO


GROUP EXERCISE

LISTERINE DOVE LYNX OLD SPICE

© 2009 Critical Mass, Inc. All Rights Reserved

NISSAN (EXAMPLE)

Men want to be racing drivers but life has got in the way and taken them in a different direction.

HOW CAN BRAND HELP?

It can clear away all of life’s obstacles and give men with the right skills a chance to fulfill their dreams.

(Empowerment storytelling with magic powers)


People want to feel good about themselves but they have bad breath and this makes it difficult.

HOW CAN BRAND HELP?

It scares them into buying its product.

(Inadequacy / Anxiety marketing)

LISTERINE

DOVE

Women want to feel confident about themselves but the marketing messages of the beauty industry has made this difficult.

HOW CAN BRAND HELP?.

By celebrating real beauty and telling the truth about all the tricks the industry plays.

(Empowerment storytelling)

LYNX

Average blokes want to desired by gorgeous girls but they aren’t because such women are out of their league.

HOW CAN BRAND HELP?

It can turn average blokes into sex gods.

(Telling a lie to comic effect)

OLD SPICE

Average blokes want to desired by gorgeous girls but they aren’t because such women are out of their league.

HOW CAN BRAND HELP?

It can’t turn average blokes into sex gods but it can help you smell like one...and then imagine the possibilities!

(Telling the truth to comic effect)


DISCUSSION •  Can brands can get away with anxiety / inadequacy storytelling in today’s world?

•  Behind Dove story lies a comic opposites structure. What do you think this means?

•  What is Lynx’s journey? How is their storytelling evolving?

•  In what way are Lynx and Old Spice Comic Opposites?

GROUP EXERCISE #2 WRAP UP

EXPLORING CHARACTERS / THE HERO


03/ APPLYING HOLLWOOD’S KEY TOOLS


1. DEVELOPING CHARACTER POV


WHAT IS YOUR HERO’S PERSPECTIVE?

DEVELOPING CHARACTER POV

Your hero or anti-hero provides you with their unique lens through which they view the world.


WHY IS THIS IMPORTANT?


“WHAT IS THE SINGLE MOST IMPORTANT PART OF THE MARKETING MIX ESSENTIAL TO ENSURE A BETTER CHANCE OF SUCCESS IN THE MARKETPLACE? IT IS OWNERSHIP OF A POINT OF VIEW” [SIDDARTH BANERJEE, REGIONAL MARKETING DIRECTOR,

UNILEVER ASIA]


SEINFIELD


“LIFE IS IN THE DETAIL”


JOEY


“I AM IRRESISTIBLE TO WOMEN”


HANNIBAL LECTER


“?”


HANNIBAL LECTER


“PEOPLE ARE FOOD”


CHARACTER CREATION FOR FILM When writing for film or TV, a strong character will possess the following attributes.

Strong perspective

Flaws

Humanity

Exaggeration



CHARACTER CREATION FOR MARKETING When dealing with concept and content ideation, the focus is on these two.

Strong perspective

Flaws

Humanity

Exaggeration



KNOR CREATING A BRAND CHARACTER USING EXAGGERATED PERSPECTIVE

BRAND / PRODUCT

BRAND PERSPECTIVE

EXAGGERATED PERSPECTIVE FOR BRAND CHARACTER

KNOR

IT’S ALL ABOUT FLAVOUR MOST FLAVOUR OBSESSED PERSON EVER

WHO OR WHAT COULD THAT BE?

?


KNOR CREATING A BRAND CHARACTER USING EXAGGERATED PERSPECTIVE

BRAND / PRODUCT

BRAND PERSPECTIVE


KNOR

IT’S ALL ABOUT FLAVOUR MOST FLAVOUR OBSESSED PERSON EVER


MICHELIN STAR CHEF

ANIMAL WITH MOST

TASTEBUDS? RAT? PIG?

A FANATICALLY FUSSY

BABY / TODDLER

BRAND / PRODUCT

BRAND PERSPECTIVE




FILM 4 CREATING A BRAND CHARACTER USING EXAGGERATED PERSPECTIVE

BRAND / PRODUCT

BRAND PERSPECTIVE

KNOR

FILM 4

IT’S ALL ABOUT FLAVOUR

PASSIONATE ABOUT FILM

MOST FLAVOUR OBSESSED PERSON EVER

MOST PASSIONATE FILM ENTHUSIAST EVER

BRAND / PRODUCT

BRAND PERSPECTIVE



WHO WOULD BE THE MOST PASSIONATE FILM ENTHUSIAST EVER? “

GROUP EXERCISE (5 MINUTES)

TECHNIQUES AND FRAMEWORKS / CHARACTER FRAMEWORKS

Thoughtstarters:

Someone who loves a lot of Film / TV?

Someone who watches a lot of Film / TV?

Think people. Think animals. Think objects. There are no limits.


CANAL +


STUFFED BEAR


2. CLASH OF CONTEXT


THE FORCED UNION OF INCOMPATIBLES Clash of Context takes something from its usual place and stick it where it doesn’t belong. A gangster’s moll in a convent, for example. Or a mermaid in Manhattan.

Hollywood loves it because it generates such great conflict and attention-grabbing scenarios. And in Hollywood, nobody loves it more than...

CLASH OF CONTEXT


ARNIE LOVES CLASH OF CONTEXT


MORE EXAMPLES OF CLASH OF CONTEXT


CLASH OF CONTEXT FRAMEWORKS 1.  Unbelievable characters in a real world

2.  Believable characters in an unbelievable world

COMIC OPPOSITES


SPLASH A mermaid in Manhattan.

STORY A man falls in love with the woman who saved his life and WANTS to be with her BUT he does not know she is a mermaid.

01/ UNBELIEVABLE CHARACTERS IN A REAL WORLD

CLASH OF CONTEXT


YOUR BRAND / PRODUCT Your brand wants to get noticed but it’s hard to get your customers attention. WHAT IS THIS TECHNIQUE GOOD FOR? Grabbing attention.

01/ UNBELIEVABLE BRAND CHARACTERS IN A REAL WORLD

CLASH OF CONTEXT


BRAND / PRODUCT

PRODUCT DESCRIPTION

01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD

HOW IT WORKS BRAND / PRODUCT

PRODUCT DESCRIPTION


BRAND / PRODUCT

PRODUCT DESCRIPTION

UNICEF – DIRTY WATER

BROWN

UNHEALTHY

DISGUSTING

POVERTY LINE



PRODUCT DESCRIPTION


BRAND / PRODUCT

PRODUCT DESCRIPTION


BROWN

UNHEALTHY

DISGUSTING

POVERTY LINE



PRODUCT DESCRIPTION

OPPOSITE DESCRIPTION

?


BRAND / PRODUCT

PRODUCT DESCRIPTION


BROWN

UNHEALTHY

DISGUSTING

POVERTY LINE



PRODUCT DESCRIPTION


CLEAR

HEALTHY

REFRESHING

PREMIUM


BRAND / PRODUCT

PRODUCT DESCRIPTION


BROWN

UNHEALTHY

DISGUSTING

POVERTY LINE



PRODUCT DESCRIPTION


CLEAR

HEALTHY

REFRESHING

PREMIUM

WHERE WOULD YOU SEE THE OPPOSITE USED?

?


BRAND / PRODUCT

PRODUCT DESCRIPTION


BROWN

UNHEALTHY

DISGUSTING

POVERTY LINE



PRODUCT DESCRIPTION


CLEAR

HEALTHY

REFRESHING

PREMIUM

WHERE WOULD YOU SEE THE OPPOSITE USED?

IN A RESTAURANT

IN A DRINKS DISPENSER

CAMPAIGN EXAMPLE: UNICEF 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD


BACK TO THE FUTURE A 1980’s teenager finds himself in the 1950’s. STORY A teenager WANTS to return to the present BUT to do so he must make sure his high-school-age parents unite in order to save his own existence.

02/ REAL CHARACTERS IN AN UNBELIEVABLE WORLD

CLASH OF CONTEXT


YOUR BRAND / PRODUCT Your brand wants to get noticed but it’s hard to get your customers attention.

WHAT IS THIS TECHNIQUE GOOD FOR? Stunt marketing. Creating a talking point by changing a real world environment to one seen through the brand’s exaggerated perspective.

02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD

CLASH OF CONTEXT


BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS REAL WORLD SCENARO

BRAND / PRODUCT

COMMUTERS ON TUBE

KNOR STOCK CUBE


BRAND / PRODUCT

PRODUCT DESCRIPTION



BRAND / PRODUCT

COMMUTERS ON TUBE

KNOR STOCK CUBE

BRAND EXG. POV

?


BRAND / PRODUCT

PRODUCT DESCRIPTION



BRAND / PRODUCT

COMMUTERS ON TUBE

KNOR STOCK CUBE

BRAND EXG. POV

EVERYTHING IS TASTY


BRAND / PRODUCT

PRODUCT DESCRIPTION



BRAND / PRODUCT

COMMUTERS ON TUBE

KNOR STOCK CUBE

BRAND EXG. POV

EVERYTHING IS TASTY

BRAND WORLD SCENARIO

?


BRAND / PRODUCT

PRODUCT DESCRIPTION



BRAND / PRODUCT

COMMUTERS ON TUBE

KNOR STOCK CUBE

BRAND EXG. POV

EVERYTHING IS TASTY


COMMUTERS SALIVATING OVER EACH

OTHER’S BODY ODOUR

COMMUTER LICKING THE HAND RAIL IN

ECSTASY

COMMUTER NIBBLING ANOTHER

COMMUTER’S SLEEVE


BRAND / PRODUCT

PRODUCT DESCRIPTION



BRAND / PRODUCT

BRAND EXG. POV


? COMMUTERS ON TUBE

ITV BEST AT DRAMA


BRAND / PRODUCT

PRODUCT DESCRIPTION



BRAND / PRODUCT

BRAND EXG. POV


COMMUTERS ON TUBE

ITV BEST AT DRAMA COMMUTERS GET KIDNAPPED, POLICE

ARRIVE, HUGE EXPLOSIONS, GUNFIRE,

MORE EXPLOSIONS ETC...

CAMPAIGN EXAMPLE: BELGIUM TV EXAMPLE 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD


3. COMIC OPPOSITES


THE FORCED UNION OF OPPOSITE PERSPECTIVES In Hollywood, the only thing more high concept that a comic opposites pitch is a comic opposites pitch with a clash of context angle thrown in too.

To use this tool, create a comic character and identify their exaggerated perspective on life. Then seek the diametric opposite of that perspective and assign that to a second character.

COMIC OPPOSITES


DENIRO AND JACKIE CHAN LOVE COMIC OPPOSITES


COMIC OPPOSITE FRAMEWORKS 1.  Old Hero v Changed Hero

2.  Hero v Rival

3.  Brand v Customer


MRS. DOUBTFIRE

A childish irresponsible father WANTS to be a part of his

family’s life BUT to do so must get his family to see him

through a new perspective.

1. OLD HERO V CHANGED HERO

COMIC OPPOSITES


YOUR BRAND

Your brand WANTS to be loved by its customers BUT to do

so must get its customers to see the brand through a new

perspective.

WHAT IS THIS TECHNIQUE GOOD FOR?

It helps get your audience to view your brand in a

completely different manner.

1. OLD BRAND V CHANGED BRAND

COMIC OPPOSITES

BRAND / PRODUCT

PRODUCT DESCRIPTION

01/ OLD BRAND V CHANGED BRAND

HOW IT WORKS

AUDIENCE BRAND / PRODUCT CURRENT PERCEPTION

PUBLIC TRANSPORT


?

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


PUBLIC TRANSPORT


DIRTY

BORING

PACKED

UNFRIENDLY

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


PUBLIC TRANSPORT


DIRTY

BORING

PACKED

UNFRIENDLY

OPPOSITE PERCEPTION

?

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


PUBLIC TRANSPORT


DIRTY

BORING

PACKED

UNFRIENDLY

OPPOSITE PERCEPTION

CLEAN

EXCITING

EMPTY

FRIENDLY

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


PUBLIC TRANSPORT


DIRTY

BORING

PACKED

UNFRIENDLY

OPPOSITE PERCEPTION

CLEAN

EXCITING

EMPTY

FRIENDLY

BRAND WORLD BASED ON OPPOSITE PERCEPTION

?

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


PUBLIC TRANSPORT


DIRTY

BORING

PACKED

UNFRIENDLY

OPPOSITE PERCEPTION

CLEAN

EXCITING

EMPTY

FRIENDLY


PUBLIC TRANSPORT IS CLEAN

PUBLIC TRANSPORT IS EXCITING

PUBLIC TRANSPORT IS EMPTY

PUBLIC TRANSPORT IS FRIENDLY

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


PUBLIC TRANSPORT


DIRTY

BORING

PACKED

UNFRIENDLY

OPPOSITE PERCEPTION

CLEAN

EXCITING

EMPTY

FRIENDLY






GROUP

SIMILAR

TERMS

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


PUBLIC TRANSPORT


DIRTY

BORING

PACKED

UNFRIENDLY

OPPOSITE PERCEPTION

CLEAN

EXCITING

EMPTY

FRIENDLY






PUBLIC TRANSPORT IS COOL

CONSOLIDATE

CAMPAIGN EXAMPLE: EPIC BUS 01/ OLD BRAND V CHANGED BRAND

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


METRO / DEATH


OPPOSITE PERCEPTION


BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS – SCOTT VIDEO


WEDDING RIGHTS

GAY MAN


OPPOSITE PERCEPTION



MIDNIGHT RUN A tough straightforward bounty hunter WANTS to collect the bounty for a corrupt highly neurotic accountant BUT to do so he must drive across America with him.

02/ HERO V RIVAL

COMIC OPPOSITES


YOUR BRAND, YOUR CUSTOMERS, YOUR RIVALS There are lots of option here to develop a comic opposite framework, What you choose would be informed by your objectives and goals. For this example, we will run with customers.

WHAT IS THIS TECHNIQUE GOOD FOR? It helps identify comic opposite opportunities that can be used as brainstorming material for concept ideation.

02/ HERO V RIVAL

COMIC OPPOSITES

BRAND / PRODUCT

PRODUCT DESCRIPTION

02/ BRAND CUSTOMER V BRAND CUSTOMER

HOW IT WORKS


BRAND / PRODUCT

GREAT CUSTOMERS

02

USE ALL THE FEATURES

LEARN NEW FEATURES

TELL OTHERS HOW TO...

CURIOUS

EXCITED

PASSIONATE

LOUSY CUSTOMERS

THEIR EXG. POV

THEIR EXG. POV


HOW IT WORKS

BRAND / PRODUCT

GREAT CUSTOMERS

LOUSY CUSTOMERS

02


LEARN NEW FEATURES


CURIOUS

EXCITED

PASSIONATE


THEIR EXG. POV

THEIR EXG. POV

USE WHAT THEY KNOW

DON’T LEARN NEW FEATURES

COULDN’T GIVE A CRAP HOW TO...

NOT CURIOUS

NOT EXCITED

NOT PASSIONATE


HOW IT WORKS

BRAND / PRODUCT

GREAT CUSTOMERS

LOUSY CUSTOMERS

02


LEARN NEW FEATURES


CURIOUS

EXCITED

PASSIONATE


THEIR EXG. POV

THEIR EXG. POV

USE WHAT THEY KNOW

DON’T LEARN NEW FEATURES

COULDN’T GIVE A CRAP HOW TO...

NOT CURIOUS

NOT EXCITED

NOT PASSIONATE

SUPER-EXCITED

SUPER NOT-INTERESTED


Our great customers are like______ because they’re super-excited. Our lousy customers are like______ because they’re super-not interested.

02/ EXAMPLE (CONT)

COMIC OPPOSITES / BRAND CUSTOMER V BRAND CUSTOMER


THE FRAMEWORK BEHIND ONE OF THE GREATEST CAMPAIGNS OF ALL TIME

Cadillac v Volkswagen in 1950s.

•  What type of comic opposite story did VW employ?

•  Why was it so successful?

GROUP DISCUSSION

v


LIAR LIAR A son wishes his lying lawyer father would tell the truth. But when this wish magically comes true it means his father is forced to do as the son wishes and he must tell the truth in order to achieve his goals in an industry full of liars.

03/ BRAND V CUSTOMER

COMIC OPPOSITES


YOUR BRAND A brand wishes its customers would do as it asks. But when this wish magically comes true it means its customers are forced to do as the brand wishes in order to achieve their own goals in life.

WHAT IS THIS TECHNIQUE GOOD FOR?

Helps find ways to compel your customers to act in a way you want them to.


COMIC OPPOSITES


BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS

AUDIENCE AUDIENCE’S GOALS BRAND

YOUNG MEN

WATCH FOOTBALL

RED CROSS

BRAND ‘S GOAL

GIVE BLOOD


BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


YOUNG MEN

WATCH FOOTBALL

RED CROSS

BRAND ‘S GOAL

GIVE BLOOD

CREATE BRAND’S SPECIAL POWER

?


BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


YOUNG MEN

WATCH FOOTBALL

RED CROSS

BRAND ‘S GOAL

GIVE BLOOD


MAKE MEN GIVE BLOOD SOMETHING THEY

MUST DO IN ORDER TO ENJOY THEIR

FOOTBALL TEAM MORE


BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


YOUNG MEN

BRAND ‘S GOAL


WATCH FOOTBALL

PLAY COMPUTER

GAMES

RED CROSS

RED CROSS



FOOTBALL TEAM MORE

GIVE BLOOD

GIVE BLOOD

?


BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


YOUNG MEN

BRAND ‘S GOAL


WATCH FOOTBALL

PLAY COMPUTER

GAMES

RED CROSS

RED CROSS



FOOTBALL TEAM MORE

GIVE BLOOD

GIVE BLOOD MAKE MEN GIVE BLOOD SOMETHING THEY


COMPUTER GAMES MORE


The Red Cross promised to give gamers a special code (magic power) if they donated blood. And this code could be used to give their computer game characters extra health.

CAMPAIGN EXAMPLE: RED CROSS / GIVE BLOOD



04/ SUMMARY

CLASH OF CONTEXT

CLASH OF CONTEXT

COMIC OPPOSITES

COMIC OPPOSITES

COMIC OPPOSITES


BRAND / PRODUCT

PRODUCT DESCRIPTION

CLASH OF CONTEXT

CLASH OF CONTEXT

COMIC OPPOSITES

COMIC OPPOSITES

COMIC OPPOSITES

SUMMARY

THE FRAMEWORKS THE FILM THE

FRAMEWORK FRAMEWORK SUBCATEGORY

UNBELIEVABLE CHARACTERS IN A REAL WORLD

REAL CHARACTERS IN UNBELIEVABLE WORLD

OLD HERO V CHANGED HERO

HERO V RIVAL

BRAND V CUSTOMER

CASE STUDY

SPLASH

BACK TO THE FUTURE

MRS. DOUBTFIRE

MIDNIGHT EXPRESS

LIAR LIAR

UNICEF

BELGIUM TV CHANNEL

EPIC BUS

O2 BE MORE DOG

RED CROSS


HIGH CONCEPT GOLD


Sony Bravia Ultra Reality TV

•  What type of story is it?

•  What is the clash of context here?

•  What is the comic opposite here?

•  Hero. Villain. Desire. Who is driving the story here?

GROUP DISCUSSION

HIGH CONCEPT GOLD


HIGH CONCEPT GOLD: WHEN COMIC OPPOSITES AND CLASH OF CONTEXT OVERLAP


05/ MORE TOOLS COMING SOON...

CLASH OF CONTEXT

CLASH OF CONTEXT

COMIC OPPOSITES

COMIC OPPOSITES

COMIC OPPOSITES


Hollywood knows that nothing moves through story without conflict. And nothing drives conflict quite like a pro-active villain hell-bent on carrying out his evil plan. Pro-active villains help reveal the true character of our hero as they’re forced into action.

Hollywood takeaway:

Pro-active villains can drive your concept ideation process. They often need to be created from scratch. When doing so – raise the stakes. Life and death scenarios, please.

4. PRO-ACTIVE VILLAINS


Hollywood writers are experts at connecting with us on an emotional level. One tried and test technique used is to tell stories with reluctant heroes. Heroes that we the audience in some way can relate to...because that makes us believe that we, too, are powerful heroes.

Hollywood takeaway

This often mirrors the behaviour of customers towards our brands’ products and services. In such scenarios it’s incumbent upon the brand to play a mentor role.

5. RELUCTANT HEROES


CREDITS


SOURCES TO THANK AND RECOMMEND


THANK YOU

Marketing

#STORYTOOLKIT: Hollywood's storytelling tips and tricks revealed