Pull Focus Films slidedeck made up the second half of their presentation on elements of great campaign films: make it sharable, tell the complex problem as a simple solution in a story, don't be boring, and more!

2. The most important word on the
Internet is not ‘search’; the
most important word on the
Internet is ‘share’.
- Hugh McLeod of
gapingvoid.com

3. GIVE ME SOMETHING TO TALK
ABOUT, TALK ABBBOUTT
a centerpiece to spark conversation and
attract community

6. ENGINEERING THE STORY
Craft your message carefully. Give it the best
chance for success.

7. BASIC ANATOMY
Three major stages of storytelling:
1. The Setup - inciting incident
2. The Crisis - problem and escalation
3. The Resolution – highlights solution and leads to viewer
satisfaction

8. WHAT LIES INSIDE
 Informational content embedded in the narrative
structure;
OR, IN LESS DRY TERMS
KNOWLEDGE woven into something PROFOUND BUT SIMPLE

9. EL PROBLEMO
 Must be manageable, no matter how monstrous
 Solvable in the length of your video (or an aspect of it, at
least)

10. EMOTION SHAPES THE TRANSMISSION
OF AN IDEA

11. GO FOR HIGH AROUSAL (if you dare)
 Be daring, most people aren‟t
 If you have to lay out the facts, FINE, but don‟t do it at
the expense of feelings

12. EVOKE AWE (if you can)
 “Awe is the sense of wonder and amazement that occurs
when someone is inspired by great knowledge, beauty,
sublimity, or might. It‟s the experience of confronting
something greater than yourself. Awe expands one‟s
frame of reference and drives self-transcendence. It
encompasses admiration and inspiration….”
-Contagious by Jonah Berger

13. Highlight the practical value of what
you do
 People want to be of service to their community (local to
global), but they need to be given measured steps
 Communicate to your audience the impact of their
contribution, whether it be a donation, Facebook Like or
share

14. PETER WUZ HERE
 Create opportunities for „behavioral residue‟ – evidence
that someone has interacted and absorbed your
message
 Likes, Comments

15. THE TWO Vs of VISUAL DESIGN
 Vivid and Visceral

16. The Girl Effect

17. Meathead

18. THE TAKE-AWAY

19. PUNCH – LINE: it serves as a memory tag, a trigger…….

21. “TICKING”
 Strive to create a sense of urgency
 Be VERY conscious of tempo – a piece moving at a light
and breezy pace does not inspire action
 Don‟t give the audience time nor energy to question. This
is your time to state your case
 Don‟t waste your punch-line

22. YOUR VIDEO IS ONLY AS GOOD AS
YOUR STRATEGY
 PLAN!
 Identify the influencers
 Know the networks you will be distributing your message
beforehand
 Time your release when the moment is right – when emotions are
HIGH and when your video is relevant.
 Encourage interactivity – likes or annotations (or something more
transmedia-ish linking to games, contests, etc
 And don‟t be afraid to experiment. It might be a while before you
hit it right.