three old rules for new media storytelling #sxsw #ogilvysxsw

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Post on 28-May-2015

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If you want to be as successful at telling great stories, follow these three rules from The Goggles, self-described old media guys and interactive directors of multi-award winning interactive documentary “Welcome to Pine Point".

TRANSCRIPT

OLD RU LES FOR

NEW MEDIASTORYTELLING

HUMANS HAVE BEEN TRAINED, FOR THOUSANDS OF YEARS, TO FOLLOW A LINEAR STORYLINE, SO HELP THEM TO UNDERSTAND YOURS BY STICKING (LARGELY) TO THE FORMULA. WHILE DIGITAL DOES ALLOW FOR A COMPLETELY UNSTRUCTURED AND NON-LINEAR FORMAT (AND IT’S GOOD FOR THINGS LIKE GAMES), YOUR AUDIENCE MIGHT FIND IT OVERWHELMING. TAKE THEIR HAND, GUIDE THEM. PINE POINT REALLY

ONLY ALLOWED USERS TO GO FORWARD, OR BACK.

LIN EA R

HUMANS ARE COMPLEX AND, WHEN THEY LIKE YOU (OR YOUR STORY), THEY WILL WANT TO GET INVOLVED, TO SPEND SOME TIME. THIS IS WHERE DIGITAL REALLY WORKS, ALLOWING YOU TO CREATE LITTLE PILES OF DETAIL AND TEXTURE, WITHIN A ‘CHAPTER’ OR SEGMENT OF YOUR LARGELY LINEAR STORY. PINE POINT LETS USERS SHUFFLE THROUGH A PILE OF PHOTOGRAPHS OF CHARACTERS FEATURED

IN A CHAPTER.

LAY ERED

THE GOGGLES BELIEVE ANOTHER PROBLEM WITH DIGITAL IS THAT IT ENCOURAGES US TO MAKE THINGS THAT ARE TOO PERFECT – PERFECTLY FLAT, STRAIGHT, ROUND, PHOTOSHOPPED, ALIGNED AND CROPPED. LIFE, AND THE PEOPLE WHO LIVE IT, ARE NOT PERFECT SO LEAVE ROOM FOR IMPERFECTIONS, FOR RAGGED EDGES, IN A DIGITAL STORYTELLING EXPERIENCE. THE AESTHETICS OF PINE POINT ARE

VERY HANDMADE.

H U M A N