From the course: Storytelling for Advertising Campaigns
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Finding additional story beats
From the course: Storytelling for Advertising Campaigns
Finding additional story beats
- Campaigns by their very nature happen over time. We'll often put time and energy into thinking about making a splash of launch. But then give little thought to what happens after. Just because the stories in the wild doesn't mean that it's completely told. New story can be found in a number of places. Let me share four places to look for new extensions on your stories. The story core. What are other ways that the core of your story can be told? Both through the subject, and through new subjects. What other stories from other places come to mind when you bring them to the story core? The core of the story can be used as an analogy. Introducing comparative opportunities to extend your story. The emotional core. As you think about core emotions that are authentically present in your audience, what other things elicit that response in them? What do they love or fear that leads them to feel that way? Playing in the same emotional space provides new authentic extensions for your story…
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