To illustrate the story-telling principles with a story is a common sense decision you would say. That might be true, but it only came to me after my colleague remarked that I should illustrate all the high-brow storytelling stuff with examples that everyone would understand. So my thinking was along the lines “let’s take the most archetypical story that most people would be familiar with or at least heard of.” And what would be a more fitting example than the Star Wars themselves.
Stories are not only about the content, but about form as well. Form can lend meaning to stories. The way of telling can revive even the old tropes or cliche. Looking at storytelling ideas across industries can give us a sense of what’s next to come or how the same principles can be applied elsewhere.
I’ve been doing some browsing through the countless storytelling presentations on slideshare when it dawned on me that most of them really miss the essential understanding of what makes a story a story. So I tried to dig back to what I learned in narratology, semiotics and culture studies to try and boil it down to some simplified notions that shed light on how stories work.
When we are talking about branding guides, the first thing that comes to mind is the horrid logo usage rule-books that tell you exactly how much white space you need to leave around the logo. That’s definitely helpful, most would argue, but surely not in the “branding” kind of way. These kinds of guides are sometimes supplemented by more progressive visual guidelines telling you that this kind of photo goes with that kind of font and with that kind of Instagram filter.
In advertising, the creative people are usually looking for trends and ways of telling stories outside the realm of advertising itself. For advertising field to stay alive, kicking and interesting, it has to constantly invigorate itself with new ideas, forms and content. Creatives tend to turn to other mediums for inspiration and this is why I have picked the short video format to answer a simple questions of what makes a story authentic.