We draft and produce spots and films for brands. Brands strive for a high recognition profile to increase their sales, introduce new products and to be newly recognized. But which visual ideas and narratives are the right ones to choose in order to accomplish the communicative goal? Storytelling, Documentary, Branded Content, Interactive, TVC, Instagram-Stories - which genre conveys the spirit of the brand and of the product best?
Vast sums can be spent on great technical supplies, well-known directors and locations, but if you've got nothing to say, well – you've got nothing to say. The content of the story is what affects the viewer.
Need an example? You could buy just the same guitar, effect device, and the same amplifier as Eric Clapton uses. Playing a riff with just that equipment will still not sound like Eric Clapton. But Eric could play on any Stratocaster fit for scrap from a pawnshop, and one would still recognize him. Content matters. Be unusual, be original, because people are not seeking advertising. They are looking for authentic topics, which may be entertaining or even necessary and useful – in the best case all of them.