A creative device is the sing-along chorus refrain of “Hey Jude”, the thick paint strokes and striking blue colors of Van Gogh, the long-camera takes and wide-angle compositions in a Wes Anderson movie. They are, simply put, what’s memorable about your project. Watch the video below to see a great example of a creative device.
Designed to engage the viewer visually, think of a creative device as going deeper into the connective tissue of your web video by syncing the audio message and video visuals on an emotional level. Often called a “visual hook”, this is the theme. This is what the author, songwriter, director, or artist wants you to interpret from their visual masterpiece. If you are planning an online video campaign, don’t forget this essential element.
According to Justin Sherwin in his post In pursuit of the Visual Hook, The visual hook arouses curiosity and reels in the public, so they take a closer look at your product, service or message. It’s what gets people talking about you. A combination of impact, creativity and good business sense, the visual hook is much like that ‘special something’ a songwriter looks for. It may be a lyric, a melody or a refrain. It’s the thing that makes people want to sing the song, makes it memorable.
So how do you come up with a visual hook? This may seem about as easy as simply willing yourself to write a great song or paint a masterpiece, but as filmmakers, producers, and SEO marketers, we all have the capacity within.
Here are 3 Tips designed to unlock your right-brained creativity from selfgrowth.com.
*Use your non-dominant hand
if you’re right-handed, try brushing your teeth with your left hand, or spend a few minutes a day writing with your left hand. It’s fascinating to see how awkward it is when you first write with your “wrong” hand. But after some practice you’ll see that your writing will start to look like your early attempts of writing at school. If you keep practicing it will slowly improve and your control of the pencil and speed of writing will get better and better and so will your access to your right hemisphere.
* Try some brain boosting body moves
Certain body moves are known to balance the brain. Juggling, walking while swinging opposite arms and legs, and marching on the spot all help to get the left and right side of the brain working together.
* Creative Planning
Doodling rather than writing word lists or linear notes is a good way to engage your right brain. You can daydream, scribble and sketch your way through a problem solving session and find yourself stress free and super resourceful when you emerge from the other side.
Once you get in right-brained mode, you’re ready to uncover a creative device for your web video. Use a Mind Map to brainstorm ideas, and always use the most effortless, smooth concept that pops into your head! If you need more problem solving tips, check out these methods from Open Forum.
A visual hook is the reason videos are memorable, and most importantly for you or your clients, also have the most viral potential online. For your next online web video or ad campaign, don’t forget to pack the creative device!
MORE VIDEOS WITH CREATIVE DEVICES:
Motion graphic words in the Emmy- nominated “Peace by Peace” TV campaign.
Chalkboard Motif in “My Credit Union” for Interra Credit Union.
On the opposite end of the visual hook spectrum, here’s a very basic video produced for a corporation which is designed to be more informational. The video works well for their application, but would be considered more bare bones in the creative hook department:
Convincing the Corporate Client
Even though they might not have the big-budgets of a TV ad or Hollywood film, including a visual hook for corporate video or business communications client is especially imperative; we’re all media savvy consumers who expect to be entertained or inspired. Just because your production may be “corporate” doesn’t mean you should skimp on creativity!
Getting your client’s buy-in is essential, and in fact will save you time, money, and creative heartbreak later on the process. Use pictures, drawings, hire a storyboard artist, or send over other creative videos to get everyone in your team on the same page. To get more video producing tips from Jeremy Pinckert and Explore Media, click to download How to Produce for Video!