What's Next: Mastering the Craft of Storytelling
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The document outlines a webinar presentation on storytelling in advertising, led by Laurie Close and David Hofmeyr from Ogilvy. It discusses key components of effective storytelling, including character development, creating conflict, and engaging the audience emotionally. Additionally, it emphasizes the importance of structuring narratives and using specific principles to enhance memorability in branding and communication.
What's Next: Mastering the Craft of Storytelling
- 2. Hello! Laurie Close Senior Strategist OgilvyRED David Hofmeyr Planning Director Ogilvy
- 3. What’s the weather like in your city? Tell us where you’re dialling in from!
- 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com
- 5. M A S T E R I N G T H E C R A F T O F S T O R Y T E L L I N G D A V I D H O F M E Y R 1 7 . 0 5 . 1 7
- 6. S T O N E R I D E R One of Puffin's big débuts, this futuristic Western by David Hofmeyr oozes atmosphere. Intensely filmic, a screenplay in development with Working Title. – The Bookseller M A D M A X M E E T S T H E H U N G E R G A M E S
- 7. 2 0 , 0 0 0 Y E A R S O F S T O R Y
- 8. P A T H O S E T H O S L O G O S S T O R Y I S E M O T I O N
- 9. S T O R Y I S D E S I R E O R D I N A RY W O R L D S P E C I A L W O R L D 1. Ordinary world 2. Call to adventure 4. Meeting the mentor 5. Crossing the threshold 6. Tests, allies, enemies 7. Approach 8. Ordeal, death & rebirth 9. Reward, seizing the sword 10. The road back 11. Resurrection 12. Return with elixir 3. Refusal of the call
- 10. 1. Limited awareness of problem 2. Increased awareness of need for change 4. Overcoming fear 5. Committing to change 6. Experimenting with new conditions 7. Preparing for major change 8. Big change with feeling of life and death 9. Accepting consequences of new life 10. New challenge and rededication 11. Final attempts; last-minute dangers 12. Mastery 3. Fear; resistance to change S T O R Y I S C H A R A C T E R
- 11. S T O R Y I S O P P O S I T E S
- 12. S T A R T E N D F A Ç A D E ( I N D E N T I T Y ) F A Ç A D E ( I N D E N T I T Y ) F L A W ( E S S E N C E ) F L A W ( E S S E N C E ) M I D P O I N T ( P O I N T O F N O R E T U R N ) S T O R Y I S C O N F L I C T
- 14. T H E T H R E E - A C T S T R U C T U R E CONFLICTSETUP RESOLUTION A C T 1 A C T 2 A C T 3 M I D P O I N T ( P O I N T O F N O R E T U R N ) 1 S T T U R N I N G P O I N T ( A W A K E N I N G / C A T A LY S T ) 2 N D T U R N I N G P O I N T ( D E A T H E X P E R I E N C E / M A J O R S E T B A C K )
- 15. A N A L Y S I N G T H E B E A T S O F S T O R Y I N F I L M
- 16. G R A V I T Y
- 17. T H E S T O R Y B E A T S A C T 3A C T 2A C T 1 CONFLICTSETUP RESOLUTION O P E N I N G I M A G E S T A T I N G T H E T H E M E B R E A K I N T O T W O B R E A K I N T O T H R E E C L O S I N G I M A G E S E T U P B S T O R Y F U N A N D G A M E S B A D G U Y S C L O S E I N A L L I S L O S T C A T A LY S T D A R K N I G H T O F T H E S O U L F I N A L E Gathering Team Storming Castle Hightower Surprise Digging Deep New Plan D E B A T E S Y N T H E S I S Act 1 & Act 2 worlds merge A N T I T H E S I S Bizarre version of world in Act 1 T H E S I S World before story M I D P O I N T
- 18. T H E S T O R Y B E A T S A C T 3A C T 2A C T 1 CONFLICTSETUP RESOLUTION O P E N I N G I M A G E S T A T I N G T H E T H E M E S E T U P C A T A LY S T D E B A T E S Y N T H E S I S Act 1 & Act 2 worlds merge A N T I T H E S I S Bizarre version of world in Act 1 T H E S I S World before story
- 19. T H E O P E N I N G I M A G E
- 20. S T A T I N G T H E T H E M E
- 21. S E T U P
- 22. C A T A L Y S T
- 23. D E B A T E
- 24. T H E S T O R Y B E A T S A C T 3A C T 2A C T 1 CONFLICTSETUP RESOLUTION B R E A K I N T O T W O B S T O R Y F U N A N D G A M E S S Y N T H E S I S Act 1 & Act 2 worlds merge A N T I T H E S I S Bizarre version of world in Act 1 T H E S I S World before story M I D P O I N T
- 25. B R E A K I N T O T W O
- 26. B S T O R Y
- 27. F U N A N D G A M E S
- 28. M I D P O I N T
- 29. T H E S T O R Y B E A T S A C T 3A C T 2 CONFLICT RESOLUTION B A D G U Y S C L O S E I N A L L I S L O S T D A R K N I G H T O F T H E S O U L S Y N T H E S I S Act 1 & Act 2 worlds merge A N T I T H E S I S Bizarre version of world in Act 1 A C T 1 SETUP T H E S I S World before story
- 30. B A D G U Y S C L O S E I N
- 31. A L L I S L O S T
- 32. D A R K N I G H T O F T H E S O U L
- 33. T H E S T O R Y B E A T S A C T 3A C T 2 CONFLICT RESOLUTION B R E A K I N T O T H R E E C L O S I N G I M A G E F I N A L E Gathering Team Storming Castle Hightower Surprise Digging Deep New Plan S Y N T H E S I S Act 1 & Act 2 worlds merge A N T I T H E S I S Bizarre version of world in Act 1 A C T 1 SETUP T H E S I S World before story
- 34. B R E A K I N T O T H R E E
- 35. F I N A L E
- 36. F I N A L I M A G E
- 37. T H E S T O R Y B E A T S S Y N T H E S I S Act 1 & Act 2 worlds merge A C T 3 A N T I T H E S I S Bizarre version of world in Act 1 A C T 2 T H E S I S World before story A C T 1 CONFLICTSETUP RESOLUTION
- 38. T H E P O W E R O F S T O R Y T E L L I N G I N A D V E R T I S I N G
- 40. S T O R I E S A R E 2 2 X M O R E M E M O R A B L E
- 42. S T O R Y I N A D V E R T I S I N G A C T 1 A C T 2 A C T 3 S Y N T H E S I S Act 1 & Act 2 worlds merge A N T I T H E S I S Bizarre version of world in Act 1 T H E S I S World before story CONFLICTSETUP RESOLUTION
- 44. S T O R Y I N S O C I A L M E D I A A C T 1 A C T 2 A C T 3 Introduction of video, she describes her trip to Kohl’s CONFLICTSETUP RESOLUTION Build-up as she struggles to unbox the Chewbacca mask Climax where she laughs uncontrollably
- 45. THE BRIEF WHAT WE’VE DONE TO PREPARE HOW WE WILL ANSWER THE BRIEF THE TERRITORY THE BIG IDEA WHY IT’S A BIG IDEA HOW IT WORKS THE MARKET CHALLENGE THE ROLE OF COMMS THE CRITICAL TARGET GROUP THE CONTENT OF COMMS S T O R Y I N P I T C H P R E S E N T A T I O N S
- 46. THE BRIEF WHAT WE’VE DONE TO PREPARE HOW WE WILL ANSWER THE BRIEF THE TERRITORY THE BIG IDEA WHY IT’S A BIG IDEA HOW IT WORKS THE MARKET CHALLENGE THE ROLE OF COMMS THE CRITICAL TARGET GROUP THE CONTENT OF COMMS B R E A K I N T O T H R E E A C T S A C T 1 A C T 2 A C T 3
- 47. OPENING IMAGE THE THEME THE BIG IDEA THE CHALLENGE ARRIVING AT THE TERRITORY HOW IT WORKS OPENING IMAGE THEME & SETUP CATALYST & DEBATE THE BIG INSIGHT KILLER SLIDE ARE THERE OBSTACLES? HOW CAN WE OVERCOME? FINAL IMAGE FUN & GAMES MIDPOINT ALL IS LOST & DARK NIGHT FINALE THE TEAM FINAL IMAGE BREAK INTO TWO BREAK INTO THREE SURPRISE CONTENT F O L L O W T H E B E A T S A C T 1 A C T 2 A C T 3 THE TARGET AUDIENCE BAD GUYS CLOSE IN B STORY CONFLICTSETUP RESOLUTION THE CONTENT OF COMMS
- 48. OPENING IMAGE THE THEME THE BIG IDEA THE CHALLENGE ARRIVING AT THE TERRITORY HOW IT WORKS OPENING IMAGE THEME & SETUP CATALYST & DEBATE THE BIG INSIGHT KILLER SLIDE ARE THERE OBSTACLES? HOW CAN WE OVERCOME? FINAL IMAGE FUN & GAMES MIDPOINT ALL IS LOST & DARK NIGHT FINALE THE TEAM FINAL IMAGE BREAK INTO TWO BREAK INTO THREE SURPRISE CONTENT F O L L O W T H E B E A T S A C T 1 A C T 2 A C T 3 THE TARGET AUDIENCE BAD GUYS CLOSE IN B STORY CONFLICTSETUP RESOLUTION THE CONTENT OF COMMS Give listeners an emotional experience by telling the story around the struggle that will ultimately lead to conquering the challenge. Grab your listeners attention with a question or an unexpected challenge. Galvanise listeners with a final resolution.
- 49. T H E S E V E N P R I N C I P L E S O F S T O R Y T E L L I N G
- 51. T H E S E V E N P R I N C I P L E S 1. Know the end before you start 5. Build anticipation and uncertainty 2. Introduce a flawed hero 6. Show, don’t tell 3. Take me on a journey 4. Create conflict 7. Make me care
- 52. 1 . K N O W T H E E N D B E F O R E Y O U S T A R T The beginning and the ending are two halves of the same whole. In some senses they are MIRROR IMAGES of one another. The beginning asks a question. The ending answers it.
- 53. 2 . I N T R O D U C E A F L A W E D H E R O In order for your character to evolve in a positive way, she has to start out with SOMETHING LACKING in her life, some reason that makes the change necessary.
- 54. 3 . T A K E M E O N A J O U R N E Y Real adventure is defined best as a journey from which you may not come back alive, and certainly NOT THE SAME person.
- 55. 4 . C R E A T E C O N F L I C T It’s only by competing for the same goal that the hero and the opponent are forced into direct CONFLICT.
- 56. 5 . B U I L D A N T I C I P A T I O N & U N C E R T A I N T Y Withholding information, and doing that intentionally, is more ENGAGING than offering up the information.
- 57. 6 . S H O W , D O N ’ T T E L L True character is REVEALED in the choices a human being makes under pressure. The greater the pressure, the deeper the revelation.
- 58. 7 . M A K E M E C A R E Don’t stress about making your main characters likeable or relatable. That’s development speak. Just make them FASCINATING, and we’ll care.
- 61. We think we understand the rules … but it’s a narrowing of the IMAGINATION. - David Lynch
- 62. T H A N K Y O U Q & A D A V I D H O F M E Y R
- 63. Questions? Laurie Close Senior Strategist OgilvyRED David Hofmeyr Planning Director Ogilvy