“One must know not only how to play well but also how to make oneself heard.”
In Chapter One we discuss the basic principles for creating effective content that cuts through the noise. Despite how varied short form content is, there are three interrelated objectives that any piece of short form must achieve in order to be successful. As the book moves along we will see how these objectives influence the various disciplines that make up the short form world.
- Since the vast majority of short form content is, in one way or another, an advertisement, the first thing a piece of short form needs to do is attract attention.
- Once attention has been acquired, the next objective is to evoke an emotional response in the viewer.
- Once these objectives have been met, the last thing a piece of short form content needs to do is to shape perception and motivate action.
“… attention is very, very desirable, in some ways infinitely so, since the larger the audience, the better. And, yet, attention is also difficult to achieve owing to its intrinsic scarcity. That combination makes it the potential driving force of a very intense economy.”
“I’m always driven by the global impact our films are making. The idea will need to be grounded in a human truth or insight. It doesn’t need to be relevant for everyone – but it will need to be understood by everyone in all markets around the world. And then it needs to cut through the rest of what’s out there.”
Frank Hahn – Group Creative Director, 72andSunny
THE ART OF SHORT FORM CONTENT
Copyright 2016 Bryan Cook. All Rights Reserved