Cocreation

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Thoughts and benefits relating to brands cocreating films and ads with customers.
Feedback welcome.

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  • Thoughts about co-creating content.
  • Consuming content particularly ads or short films is a passive eventWe do it and move on, occasionally we comment or share.
  • Creating content is a journeyThe creative process leads down many paths
  • Many skills are bought to bear. It is a collaboration. Different people work together to refine an initial creative vision.There is often a brief
  • There are lots of stages to making a film.Traditionally the simplest set of steps would be write, shoot, edit, distribute. However within co-creation there are a number of others that we should also consider.Different groups of people can be engaged around different stages.Socially mashing leads to cycles of content regeneration and regurgitation
  • People and by that I mean non-professionals can join that journey along the way. For a large part of it or a very small part.Even a very small part can mean a lot to a consumer. A simple thumbs up or down can engage a person in a story and keep them interested.
  • Elementsof the journey are shown here. Not all elements are relevant to all projects.It’s quite possible to invite the public to engage in one part only, for example funding.Amnesty ran a great campaign where they asked the public to help them purchase the front page of the guardian in order to run an ad denouncing shell for their oil operations in Africa. All the creative work was done professionally, however the public felt that they were funding something worthwhile and engaged.
  • Stepipng stones?
  • Initial concepts can be developed and submitted by people via many channels. The results can be judged by the brand, by the submitters, by a panel or a combinations of these.The best ideas can be funded – a small amount will mean a lot to a young filmmaker.Remember that people want exposure of their work to industry experts and distribution as much as cash prizes.
  • The same is true for writing, however with writing, the brand, celebrities and the public can engage with the script of story in more complex ways.People can flesh out back stories, provide maps, character background. Lost is a great example where people filled in huge amounts of detail behind the characters (without being asked to).Writing can be collaborative and Create.tv allows people to collaborate around a script.
  • Storyboards are interesting. People can write the story based on a set of images,Or they can help storyboard different approaches to a scene. This is better suited to few people or people with relevant access.There are now iPhone applications that allow people to storyboard with pictures (not always relevant).Storyboarding is great for art students, kids at school and of course artists (amateur and professional).
  • Where people are making films, there are a variety of styles that have their own requirements.Within those styles, people can compete or collaborate in a number of ways. Regardless, people have powerful HD devices at their disposal now – just remember that sound is always an issue.
  • If acting is required think about where you might combine professional or amateur actors.People can mash themselves (think of the perfect day video where pop stars were cut together from around the world).Lots of people can act and are just waiting to be discovered but get rid of crap actors quickly. People will feel let down if they’ve contributed creatively only to have someone do a crap performance of the work.
  • True editing is an art and difficult, however the public can rate assets and edits, and remash contentIf people submit 1000 pictures and video, allowing the public to rate the best delivers social editing.
  • Marketing and distribution.
  • Music and audio
  • Funding
  • There are four groups that can engage along the journeyPeople (users, customers, etc)Mentors (leading people in an area that People are likely to be aware of)Celebrities (relevant to the user experience or the creative project)Brand / Agency team (who give the space it’s flavor and ethos)Mentors may be Celebrities.
  • Ellements of the journey areSarah’s ribbon image....
  • Co-creation leads to earlier engagement of people with a campaignThose that participate are fully engaged, brands receive a lot more of their attention.Participants market via social networks.This increases overall viewer figures.
  • The journey leads to better user created content.
  • Cocreation

    1. 1. Brand and consumer co-created films<br />Mark Hardwick<br />Create.tv<br />07723310821<br />
    2. 2. Viewing a film is (relatively) passive<br />
    3. 3. Creating a film is a journey<br />
    4. 4. A collaboration<br />
    5. 5. The journey has stages<br />
    6. 6. People can join <br />at any stage and <br />leave at any stage<br />
    7. 7. Producing<br />Ideas<br />Writing<br />Storyboarding<br />Acting<br />Marketing (twitter, facebook)<br />Development<br />Researching<br />Shooting<br />Editing<br />Distribution<br />Funding<br />Music<br />A journey of parts…<br />
    8. 8. Let’s break down each section of this journey<br />
    9. 9. Idea development using:<br />Forums & ChatIdeas wallsCompetitions<br />User groupsfacebooktwitter<br />iPhoneApplication<br />
    10. 10. Writing, researching and scripting:<br /><ul><li>Short story competitions (fact or fiction)
    11. 11. Discrete groups;
    12. 12. From Schools, Am Dram, Brand enthusiasts etc
    13. 13. Via Twitter
    14. 14. Celebrity driven
    15. 15. Journalist led</li></li></ul><li>Storyboards<br /><ul><li>Drawn
    16. 16. Annotated images (iPhone / Android storyboard applications)</li></li></ul><li>Shoot using<br />Various styles<br /> Animation, Stop motion, Silent film, Film, 3D, Photos?<br />Support competing teams(creating multiple films)<br />Collaborating participants(creating one film)<br />Collections of contentshot to a theme<br />Geographically dispersecamera people or animators <br />
    17. 17. Actors<br />Undiscovered talent can be recruitec via <br />Am dram societies or drama schools,<br />social nets, you tube and vimeo<br />Remember performers (singing, circus, dance impersonation etc)<br />
    18. 18. Socially via voting & rating of clips<br />Mashing existing (professional) content<br />True editing (using original material)<br />
    19. 19. Sharing, marketing and distribution<br />Screenings on;<br />Facebook & YouTube<br />Local cinema<br />Schools Festivals<br />Posters & slogan design<br />Tweets & Facebook<br />Email, IM<br />
    20. 20. Music & audio<br />Writing (collaboratively)<br />Reviewing<br />A cappella <br />Rap<br />Drumming, strumming etc<br />In the style of…<br />Karaoke (requires license)<br />Voice over<br />
    21. 21. Funding<br />Donation<br />Equity in film<br />Rights<br />Producing<br />Props, locations, etc<br />
    22. 22. Considerations & benefits<br />
    23. 23. Four potential co-creating groups<br />People (users, customers, etc)<br />Mentors (people that participants are likely to be aware of)<br />Celebrities (mentors may be celebrities)<br />Brand / agency team (who give the project it’s flavor and ethos)<br />
    24. 24. Producing<br />Ideas<br />Writing<br />Storyboarding<br />Acting<br />Marketing<br />Development<br />Researching<br />Shooting<br />Editing<br />Distribution<br />Funding<br />Music<br />Groups engage at points in the journey<br />
    25. 25. Co-creation increases engagement<br />Viewers<br />People engage with a campaign earlier <br />Those that participate are fully engaged,brands receive a lot more of their attention.<br />Participants market via social networks.This increases overall viewer figures.<br />Film or ad launches;<br />Campaign<br />Production<br />Time<br />
    26. 26. Over time we build a creative community<br />These people are brand enthusiasts<br />They make content<br />
    27. 27. Benefits<br />Co-creation leads to:<br /><ul><li>Better UGC
    28. 28. Product improvement
    29. 29. New creative possibilities
    30. 30. Early campaign marketing
    31. 31. More viewers
    32. 32. Brand enthusiasts</li>

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