a huge risk by moving to the seaside, and achieved a lovely sea-view. Waves
and beautiful sunsets...much better than looking at a bird bath, like all his
friends back home. Right?
We make this, we do this, our mission is to...
I haven't just made a revolutionary statement, of course. Far from it. It's the same with cars, bikes, washing machines and, up until recently, laptop computers. And there are good reasons for it. And for sure, it isn't always bad.
This familiarity is what makes the world go round. We buy things, and want to buy things, because we are comfortable around them. You know this, so does everyone else. And because they are comfortable, we trust in them that they will deliver the goods. Most of the time, we don't even question it.
We do what we always have. That's just the way it tends to be.
Then, every so often, someone makes a bold move. A company produces a corporate video that isn't the norm, a car arrives on the market place that challenges our perceptions of what a car should be like, or a bike is engineered which looks radically different but quickly becomes loved around the world.
Until recently, a laptop was a laptop. Now, a laptop can be folded and transformed into a touch-screen. Suddenly, different looks fascinating. With a new path open, it's difficult to see how it could never have been that way before.
The point? If there ever existed a medium which thrives on change, chance and evolution, cinematic visual imagery is it.
We could just look at what your competitors are doing and create a video that's a carbon copy, or we could take the concept they have and shake it upside down and back to front. We could approach it differently, take a risk, try some unusual angles or borrow influence from a different time completely.
Why not? Is there even a reason or are we just concerned it's not familiar? Are we just happier playing safe?
Do it right and, out of nowhere, you're the leader, and everyone else is following. Why not take a risk and do something that sets you apart? If the concept is clear, and the idea achieves what we set out to do, it could be a fantastic decision.
All too often, we're comfortable mimicking things that others have succeeded at, but history shows us that there is absolutely no reason why we can't invent and be equally successful, or even more so.
We don't need to get permission.
The boldest advertising agencies get results because they dare not to be familiar.
Of course, it might not be the best way to go about your project. For whatever reason, it may make much more sense to do something traditional, familiar or expected by your audience. There is absolutely nothing wrong with that. But let us not forget about what is possible.
It's the what is's that also make the world go round.
Let's use our imaginations to put a twist on what we are doing, even if it has been done before! That way, whatever we do, it'll stand out and your video will get noticed. You're different. Somehow, we need to show that fact.
Because if it doesn't get noticed, you have to ask yourself: what was the point of making it in the first place?