Gramco Brand Club Webinar 2021 Creating a Video to Instill the Purpose Brand: The Concept of Story Building to Turn "Communicating" into "Moving"

A webinar hosted by the Gramco Brand Club was held on October 27. It was held online for members, streamed from the company's head office in Nihonbashi, Tokyo, on the theme of "Creating a Video to Instill Purpose Brand."
We invited Koji Karatsu, CEO of DRAWING AND MANUAL, one of our partners. The company has garnered high acclaim in Japan and abroad for its various creative activities centering on video production, including commercials, music videos, and TV programs. He introduced the latest case studies and explained how the concept of a "MOVIE" is created to MOVE people to action by designing time and emotion, focusing on moving as well as communicating.
"Video effects" play a key role in enhancing brand value by connecting positive memories with the company and its products. Additionally, creating "pseudo-memories" through images plays a significant role in making the brand well-known and deeply ingrained. We heard about interesting topics including examples of failures in image production, effective narrative arcs (or emotional curves, e.g., the Cinderella curve) which move viewers' hearts within a limited time frame, and the importance of designing an effective beginning (e.g., "slapping" and "stroking"), etc.
During our conversation with Yuriko Kimura, our executive art director, we were informed that it is crucial to share with the client the reason behind producing the brand movie, as an initial step in the video creation process. We were also informed about the significance of having a predetermined image for the company and its products, which involves aspects such as the division of roles between the brand movie and book, maintaining a tone consistent with the brand's style, and the notion that adjusting the tone in sync with current times is beneficial.
Members actively participated in this session.
Gramco Brand Club organizes intermittent seminars to provide everyone with useful and up-to-date information. Stay tuned to Gramco Brand Club for more information.