How does that work again with the commercial?
Storytelling is the guiding principle behind advertising films. In his guide, director and editor Lukas Gähwiler playfully demonstrates how it’s done.
Storytelling is the big credo in advertising films. An off-screen voice often leads the viewer through a story that encourages individuality and/or challenges him or her to try something new. At the end of the film is the logo of the brand to be advertised - even if the connection between story and brand is not always obvious.
In his guide "How to make a commercial (no matter for what and which brand)" director and editor Lukas Gähwiler shows with a wink the composition of such generic commercials - and that different actors in the production process bring in their ideas.
"Telling stories and provoking emotions is the task of us filmmakers. The dramaturgy often follows more or less the 3-act model and similar protagonists in similar settings always appear in it," says Gähwiler.
The "instructions" were created exclusively with stock footage, the quotes come from existing commercials - all ingredients that can be found online. It is probably only a matter of time before such films can also be implemented by artificial intelligence.
