Build, Subvert, Evolve

I watched a film the other day.
I guess that’s not entirely surprising – it is my bread and butter after all.

Cracked Screen blurs the line between real and staged, forcing an empathic response with its hero.

It’s made up of a series of disconnected Snapchat clips blended together into one stream of consciousness which provides fast and powerful insights.

It’s different. Very different. And I loved it. For at least two reasons:

1. It directly challenges narrative convention flipping the idea of a coherent, ordered narrative upside down, forcing you to construct meaning in a different way.

2. It makes you consider the relationship between the medium and the content.

Film making and what you can do with it is changing fast.

We are in the midst of a format revolution born from cheap, fast, easily accessible data.

This liberation from traditional mediums and patterns of consumption has provided the freedom to do things differently.

Experimentation is key. Don’t be afraid to try something new. Respecting past convention is important but look to build on, subvert and evolve it.

It’s one of the things Kash prides itself on – we’re constantly looking for new ways to tell important stories.

Over the next couple of weeks, I’ll be sharing with you some of the new formats and narrative structures the data revolution has enabled. The big ‘take away’ from everything I share with you is this:

Narrative is key to how we understand the world so by playing with its structure we can play with perception, forging powerful new insights.

Leave a Reply

Your email address will not be published. Required fields are marked *