Understand how to turn your productions into exciting stories with the storytelling technique
Widely used in audiovisual production, storytelling is a popular technique among writers worldwide. With it, it is possible to tell stories that engage the public and convey a message – whether in order to teach a moral, promote a product or strengthen a brand.
In this post you will understand what storytelling is, how this concept is used in films, animations, corporate videos and how you can apply this technique in your audiovisual script. Check it out below!
What is storytelling?
Storytelling can be translated as “telling a story”; “narrative”. The word refers to one of the oldest ways of passing on knowledge, which has evolved over time. Today, it is used in areas such as literature, advertising, education and cinema, by different authors, writers and screenwriters.
In audiovisual, the use of storytelling aims to tell a story in an engaging way, through scenes with strong emotional content, often told from the perspective of a character, in order to convey a message. In this way, the audience is more easily impacted by the video content and absorbs its message in a natural way, as it creates empathy for the narrative.
How to use storytelling in a script?
1. Structure the content
Before thinking about how to use storytelling, it is important to structure the content of your video. From the answers to the questions below, it will be easier to understand how to structure your script.
- What am I going to talk about?
- Who am I going to talk to?
- When (at what period) will I speak?
- How will I speak?
- Why is it relevant for me to speak?
2. Basic elements of the story
The second step is to think about how to work the content as a story. According to the script doctor Thiago Fogaça, the stories have 5 basic elements: theme, character, conflict, plot, style.
- Theme: objective; reasons why I want to communicate;
- Character: allegory of character, which generates identification in the public;
- Conflict: character character test, which involves an emotional decision;
- Plot: order and chronology of events;
- Style: media language devices – in the case of audiovisual.
3. Hero’s Journey
In the third stage, it must be considered how these elements can be worked on in the construction of the script. Among the options is the structure Hero’s Journey, described by anthropologist Joseph Campbell, which gained prominence after being widely used in several narratives.
Campbell described the Hero’s Journey in the book “The Hero of a Thousand Faces”, From the observation of the structure of classic stories, such as the Odyssey, which repeated patterns in their narratives. These stories are known worldwide, for dealing with universal issues, such as “who I am” or “what is my role in the world”, through one or more characters.
Check out the types of archetypes (characters) in storytelling!
The Hero’s Journey is divided into three acts: the hero’s decision to act, the action itself and the consequences of the action. Check out the structure of the Hero’s Journey, according to Campbell:
Tip: Journey of the Hero is just one of the structures created to tell a story, it must not be strictly followed when producing a script, for a video or a series. The steps can be replaced, added or deleted, according to the narrative created.
Writers like Robert McKee (“Story”) and Christopher Vogler (“The Writer’s Journey”) have developed other structures for storytelling, which are also references in the audiovisual. See which structure best suits your story or create your own!
Examples in Movies and Animations
Movies, be they live action or animation, are stories, so they use storytelling in their narratives. Among the best known films that use the Hero’s Journey structure are “The Wizard of Oz”, “Star Wars” and the animations “Finding Nemo” and “How to Train Your Dragon”.
You can also use the storytelling in less linear narratives, with temporal loops. Films like “Corra Lola, Corra”, “Amnesia” and “Interstellar” are good examples.
Understand how to use storytelling in EAD!
Examples in Corporate Videos
As previously mentioned, storytelling is also used in corporate communication advertising. Videos about the brand, company culture or a product can be counted without using a emotional story, which plays with the public’s fears and desires.
A good example is the commercial “Start Something New”, From the company Ikea, which talks about the importance of its furniture store chain, through the story of an elderly person and his chair. In Brazil, a campaign that was very successful, through the telling of a story, was the farewell to the Kombi, a vehicle that would be stopped from being manufactured in Brazil in 2013, by Volkswagen.
Tip: try to combine the speech of the video with the moral attitude of the company, so that the public understands that the story told is consistent.
Leave your questions about storytelling in the comments. And count on Voxel Digital’s content team for video production!