Marketing Communications using Film & Video

Tag: Trend

Hot Trends for 2017 … – and what the Good Fairy has to do with it
The Hottie and the Nottie

Hot Trends for 2017 … – and what the Good Fairy has to do with it

At this time of year, as sure a thing as the yearly winter flu virus that sweeps across the country is the fact that many a wise guy will peruse the tea leaves in his tea cup and boldly predict the hot trends that promise to shake the world of communication with film and video this year. And 2017 is no different.

Even though once these stupidities are propagated they seem to catch on, repeating them doesn’t make you any wiser. So as we welcome 2017, Videothink – unlike previous years – will refrain from making its own predictions. Instead of creating a list of trends in visual storytelling, we’ve decided to share with you what should be more aptly titled a wish list, we secretly hope our Good Fairy could grant us.

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“Frechmut” and Films

Jörg Buckmann: «It probably helps to be a bit of an extrovert»

Jörg Buckmann has not only launched a meteoritic career as an unconventional entrepreneur and in-demand speaker. He is also known for coining the term “Frechmut”, which has worked its way with full force into the German vocabulary. “Frechmut” according to Buckmann is a cocktail of the German words Frechheit (cheekiness), Mut (courage), Leidenschaft (passion), Ego und Tatkraft (drive). Along with its inherent addictive nature, of course.

In real life Jörg Buckmann provides practical support for businesses when it comes to employer branding and HR marketing. Before his switch to freelance he worked for many years as head of human resources. In order to attain his goals, Jörg Buckmann has always relied on videos – which of course tend to include a healthy dose of “Frechmut”. In his interview with Videothink, he explains how the moving image can be a valuable asset to communication.

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visual-storytelling-trends
Strategic stocktaking as of July 2016

Visual storytelling trends

At the end of last year, it seemed clear which visual storytelling trends would dominate communication with film and video in the future. Six months ago, the list of buzzwords was headed by virtual reality, 360 videos, immersive journalism, Wearable Computing and dynamic storytelling, all of which are finally and invariably poised to make their breakthrough and all of these megatrends seemingly as near as Brexit seemed far. And today?

The summer holidays are frequently followed by planning the budget for 2017. A sufficient reason for determining the summer’s stocktaking when it comes to trends, recommendations and best practices. As was the case during the last strategic stocktaking regarding the trends for visual storytelling, we have to once again distinguish between technical and content-related trends. And just as importantly: all comments are very welcome.

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360 film: Function and effect
Applied how and where?

The truth about 360 videos: Image films and product films

360 videos and Virtual Reality are a trend. The eulogies heaped on this new variety of video product are reminiscent of the enormous hype around 3D televisions some years ago, the victory march of which should have turned communication with film and video on its head worldwide. 360° video is no more novel than 3D was. Audiovision has been experimenting with these exotic film formats for more than fifty years. However, the technical opportunities in the manufacture of 360° videos are new. And, if cleverly applied, these do indeed offer sustainable new perspectives.

Part 1 of this article series has illuminated the characteristics and functionalities of 360° films. Part 2 examines the questions about when 360° videos make sense, how and where a 360° video should be applied and the significance of the all-round image for the storytelling aspect.

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Storytelling between Fantasy and Reality
A reality check

Storytelling between fantasy and reality

Actually, the blog article for today, Tuesday, was originally supposed to be about film director and photographer Anton Corbijn. About how the excellent artist manages to create such high quality feature films as a director working with various cameramen and women.  About how without even batting an eyelid Corbijn’s imagery refutes the reality that situations are not a story.

But given current developments the Dutchmen will have to be put to one side. Last week, a key event organiser invited

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6 Important Trends for Storytelling in 2016
Trend scouting

6 important trends for storytelling in 2016

Visual communication is demoting online, text-based platforms more and more to the lower ranks. This comes as no surprise to science. As early as 1967, Shepard was able to prove that images impress themselves better into human consciousness than spoken language.  Today, this effect is known all over the world as the Picture Superiority Effect. 

Moving image communications combine the swiftly increasing amount of information with relevance and emotions like no other medium. As a result of this, the significance of film and video on digital channels, mobile devices and tablets will continue to increase dramatically.  This means that in 2016 the following topics will become more important:

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Why Cats Are Helping to Determine the Future of Film!
Cats are helping to determine the future

Image recognition will revolutionise videos!

For a long time now, cats have known what a computer is. Why else would they prowl all over our keyboards? Computers on the other hand, only learnt ago what a cat is a few days! Google’s latest trick is to automatically recognise not only human faces but also cats in images on the internet.

The revolutionary aspect is not that Facebook and other social media platforms are going to allow users to tag cats online, but that computers taught themselves to recognise cats! That’s the hot topic! Whilst it’s still being argued what A.I. (artificial intelligence) can and may do for people, there is almost unanimous agreement that self-learning software will provide innovations on an unimaginable scale.

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Cinemagraphs: discrete musclemen on the move!
The animated GIF are back

Cinemagraphs: discrete musclemen on the move!

The former animated GIFs of the late nineties are conquering the world again for the second time under their new name Cinemagraphs. This trend has not yet been noticed in Europe. Cinemagraphs have not yet attracted the attention of the advertising industry or the German trade press. 

However, in the USA, Toyota, Mercedes Benz and Dunkin Donuts are backing cinemagraphs with success. Impact analyses of Nielsen Brand Effect Suite prove they are right. This secret takeover campaign is not only being driven by high-definition ad screens at the POS but also by the decisions of Facebook and Instagram to technically enable the use of cinemagraphs as an advertising medium for social media campaigns.

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