With this year’s branding buzzword seeming to be “storytelling” – Organic Valley is doing it right. Their videos are always on point, and their latest, Organic Balance: Real Morning Report, is already going viral!
The actors are all talking to YOU, the audience. We no longer feel like voyeurs, which certainly has its own appeal, but rather now we feel included. Organic Valley is talking to us like adults, and we like it!
Visually, the camera angles are straightforward, and we’re treated to quite a few close ups.
Tiny spoons. Yoga at the crack of dawn, with a smile. Sassy women sassing at ridiculous names for yoga poses.
The language – nay, the whole script – is engineered to poke clever fun at what’s trending in the world of the “professional, working woman,” while simultaneously aspiring to those trends. Of course, we all want strong, healthy yoga bodies and journaling nooks – but who has time for that? (“Crow pose?!”)
Visually, we’re seeing the very scenes they allude to.
They bring up good points: no one has time to eat a balanced breakfast when life’s responsibilities are making a mad dash for your sanity! And also, dry shampoo really IS a great invention. You can’t help but agree – again, the video draws you in, gives you a sense of belonging.
Visually, there’s a multitude of props to help sell the message.
The video showcases real women – all sizes, shapes and colors – in different environments. The differences allow a diverse audience to relate to the message.
Visually, we’re seeing the diversity, from the actors to the sets and costumes.
In the end, we all want more time to do the things we need to do. The ideals we strive for are “funny” and so what’s a professional, working girl to do? Get yourself Organic Valley – they got your back!
As you can see in the Real Morning Report, all of these different elements come together from one common starting point: the script. A great script informs much of the final video product, and whoever penned this particular story knew what their audience’s pain points, and ideals, very well.
If you want to get on-board with this year’s storytelling buzz – partner with a production company that can help craft a viral script.
|Originally from Romania, Tatiana Ivan combines operational prowess with creative flair to produce smart and visually stunning brands. With degrees in neuroscience and psychology from Brandeis University plus experience working with start-ups in the biomedical and pharma industries, Tatiana knows first-hand that the most powerful way to persuade people to get behind an idea, concept or product – no matter how creative, technical or complex – is by telling a compelling story. As the COO and Creative Partner of Waverley Knobs, she combines powerful cinematography and compelling storylines for clients so they stand out and shine in the market.
In addition to turning visions into reality and running the daily show at Waverley Knobs, Tatiana is a twice-published poet. She’s also a certified InsideOut® Coach, able to unlock the knowledge, skill and talent already within people and teams so they can improve performance and results.