ScreenStories

15/02/2024

Little test for something fun using AI

Backgrounds are human prompted…
…A.I. generated…
…human adapted (I think Billy Huntington is human 😅)

01/02/2024

"The most revolutionary thing you can be is yourself." - Moonlight

25/01/2024

What’s your problem? I bet AIDA can fix it…

It’s been around forever, taps into the cognitive & emotional aspects of decision making, and it’s going to sort everything out for you!

I’m presuming your problem has something to do with words? Convincing someone of something? Selling something? Talking yourself out of a sticky situation? Writing brilliant content?

Check this out:

Attention
Interest
Desire
Action

Tried and tested, this simple framework will help you structure your communication to maximise effect.

Attention
Your hook. Be direct. Aim this directly at your audience. Give them a reason to keep reading/listening/watching.

Interest
They’re not won over yet. Use interesting facts/uses etc to pique interest.

Desire
Here you build their desire. Talk about the benefits to them. How can this make a positive difference for them?

Action
What action do you want them to take? If they’re still with you, help that next step be as friction-free as possible

In lieu of giving a direct example of this in action, this post itself is my example, see if you can see the structure at work!

Think of every sentence as your opportunity to make a slippery slope for your audience. How far can you make them slide?!

Remember, everyone in the world has the same favourite topic: Themselves. Make it about them. How can you help them? How can they make positive change? How can they overcome their problems?

Did AIDA work? Did anyone read to the end? Let me know where I lost you in the comments! 😅

18/01/2024

Take your Ego out of your Ads

We come to social media to be entertained, to see familiar faces, fun content, hacks, viral content. Nobody cares about you, your brand, your product. We don’t come to see ads. We have subconscious ad blockers which kick in the instant we see content that looks like an ad, and tells us to ignore it, skip it, scroll past it.

Marketers have cut their teeth in an industry filled with old-school mindsets, and were educated for the TV & Print generation. We were taught how to make things look ‘nice’, and this traditional approach isn’t relevant for social ads in 2024.

Marketers will recommend fancy content because they can charge an arm and a leg to make it. Your biases may tell you that losing that polish will negatively influence what your viewers think of your product. The truth is, if you put an obvious ad in front of them, they’ll scroll past and think nothing.

Instead, focus on performance over aesthetics. Ugly ads can be made for cheaper, so make more concepts, test more and iterate more.

Don’t think about yourself. Don’t think like a marketer. Put yourself in the shoes of your audience and create what they came to watch.

12/01/2024

It’s incredible how quickly advertising creative trends are shifting. Processes are adapting to make use of the data now available.

By combining the right research, insight and technology with tried and tested (if somewhat refined) storytelling techniques, it’s possible to massively improve the performance of your Ad creatives.

It’s incredible how quickly advertising creative trends are shifting. Processes are adapting to make use of the data now available.

02/01/2024

- AI for Creativity in 2024

A year ago I presumed creative work was safe: It’s subjective, and complicated, and…well a computer wouldn’t understand it.

It turns out ChatGPT is smarter and more eloquent than me. Midjourney is mind-blowing.

I’ve messed around with it but an initial draft of this article was written by AI. I think it was cack, but you might think what I’ve changed it to is cack too. Like I said…it’s subjective.

The robots aren't stealing our jobs, they’re reshaping them. We are now using AI to reimagine possibilities and push the boundaries of traditional practices.

I have absolutely no idea how a post like this will read at the start of next year. It’s a truly fascinating/terrifying/inspiring/horrifying time to be alive. I don't truly know how my business will embrace AI in the years that come, and I don't think it’s out to take our jobs, but at the risk of ending with something really pithy:

“Let’s go invent tomorrow rather than worrying about what happened yesterday.” - Steve Jobs

22/11/2023

Check out this lovely piece of design and animation work from the fantastic Rishi Rai

01/08/2022

A report from the health select committee last week has concluded that the NHS and the social care system are facing their greatest workforce crises in their history, with around 100,000 vacancies being advertised in each at the end of last year.

It predicted that the NHS and social care service will require an extra 475,000 and 490,000 employees by the early 2030s, but highlighted that the government has no credible plan to meet that need.

27/07/2022

Scary stat!

Things can seem bleak, but at the same time it feels like awareness and proactivity continues to rise.

If we all keep doing more than our bit, and making our voice heard, perhaps there is hope?