Let's do something different for a couple of weeks. In the next four regular-length class sessions (6 hours) you are going to:
- Analyze some short ads for their structure and appeal - time: 1.5 hours
- Learn Adobe Spark Video- time: .5 hour
- Brainstorm ideas for your video - time: .5 hour
- Create a storyboard and shot list - time: .5 hour
- Shoot video and/or photos using your cell phone or one of the class cameras - time: 1 hour
- Upload and edit. Add music, voice-over using Adobe Spark - time: 1.5 hours
- Publish and share Spark address
- Reflect on your learning - sheet provided
To get started, you will watch and analyze four short videos/ads.
For each video you will read comments about the video, and fill-out specific information on a sheet
that is provided to you.
Android’s “Friends Furever” video is simple, cute, totally curated -- and was the most-shared video ad of 2015.
While the curation probably took a while, there wasn’t much original content creation going on here -- it’s really just a series of clips of unlikely animals palling around together. I mean, who doesn’t want to see a parrot feeding spaghetti to a husky? Or a monkey climbing onto (and promptly falling off of) a horse’s back? And yet, the video was shared more than 6.4 million times, according to video ad tech company Unruly.
Even the simplest of videos can be super shareable with the right subject matter. In this case, that subject matter is animals, which the folks at Android used to focus on shared experiences. By tapping into viewers’ emotions
Jen’s Splendid Ice Creams
This is terrific small business marketing. When you launch an account on YouTube or another social network, hit the ground running with content that is authentically you. Come out swinging with a style and tone you want to be known for. Too much content is created every day to wait for your audience to come to you.
Alibaba’s Olympic Ad: Kenya Ice Hockey Team Dreams Big
This global marketing video comes to us from Alibaba, a multinational ecommerce platform based in China. Alibaba’s global footprint is at least as big as Amazon’s, but for those of you who aren’t familiar with this brand, it made a heartfelt statement of loyalty to Team Kenya during the 2018 Winter Olympics in PyeongChang, South Korea.The message at the end of the video is creative marketing at its finest: Greatness comes from small places. Just like a young athlete with Olympic dreams, all great brands start with an ambitious founder.
It can be tempting to target as many people as possible to get the most eyes on your business. But sometimes the most powerful messages resonate with the smallest audiences. Stick your neck out for an underdog, and you’ll impress everyone else while you’re at it.
GoPro: Fireman Saves Kitten. Shot 100% on a HD HERO3® camera
If you’re familiar with GoPro’s user-generated content, you probably noticed that this isn’t their typical video. GoPro has done a great job of defining their brand as adventurous and extreme -- and the vast majority of the user-generated videos they repurpose and put out on their own channels involves stuff like jumping out of airplanes and surfing giant waves.But this video of a firefighter saving a kitten from a fire doesn’t have any of that. So why did GoPro chose to cut and polish this video for their own marketing? It helps them appeal to a wider audience outside the realm of extreme sports. It’s still a unique and inspiring video like many of their others, and the “everyday heroism” theme is intact, but it goes beyond the brand’s typical athlete persona.
Don’t be afraid to push the boundaries. Find ways to change the way you exhibit the various themes in your personality, and experiment with different topics and formats that could help you widen your audience.