Narrative by design
Posted on: February 4, 2018
You do not have to be an Apple fan to enjoy this video. It could have been shot on any device with a decent camera. It took good storytellers to put it together and that is what matters.
The video was a short movie commissioned by Apple to be shot on an iPhone X. It was Apple’s agenda and in their interest to promote the technical capabilities of its latest flagship phone.
But the technology without skill, passion, and a good story is pointless. One need only look at the phone libraries of wannabe food Instagrammers. A superior tool does not guarantee a superior outcome.
The video was technically well-shot and edited. It was also skilfully managed to tell the story of a mother connecting with her son even though she had to work over the Lunar New Year.
I liked how the movie “ended” so that the viewer could get involved. How so? I imagine an educator asking her students to suggest how the rest of the story continues and why.
The story also revealed the director’s agenda. He made a statement about modern parenting and the pressure of schooling without throwing it like pie in the face. He tugged at heartstrings to make his point firmly but gently.
The video is a lesson on narrative design, leveraging on emotions to create impact, and letting viewers or learners draw their own conclusions by generating discussion. These are the new standards for what makes a resource high in quality and effective for facilitation.
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