“The difference between the almost right word and the right word is really a large matter—‘tis the difference between the lightning-bug and the lightning.”
I wonder if Mark Twain would have extended this same opinion to images as well were he alive today. I suspect he would and here's why.
As Mr. Twain suggests, there is an almost right and a right. Too often, businesses and brands settle for almost right video to support their messaging.
We live in a video-laden world with a Grand Canyon-sized gap between just alright and amazing. On one side of the canyon, there are hastily captured images. On the other side, there is intention. A lot of forgettable material plunges to the bottom of the canyon on a daily basis.
Scroll, scroll, scroll (plunge, plunge, plunge).
It's visual content that flickers and fades.
When your visuals are almost right, you'll find a need to over-reference everything. The scripts will be dense. You're rhythmically knocking the audience over the head with word, image, word, image, word, image.
It feels disingenuous. It feels like marketing. Prepare to take the plunge.
Now, I’m not saying never reinforce strong images with strong words simultaneously. And, I'm definitely not saying never reference your visuals (to my newsies!). What I'm driving at is this: When you choose the right image, it speaks (something like a thousand words, or so I've heard). You won't need to shout over it.
You've arrived at right, and right feels authentic.
Authenticity is the lightning that strikes when the right words pair with the right images at the right moments. It's real, and genuine; not false or contrived.
Right images are overflowing with intention. Every shot is crafted and captured with a purpose. The lens selection, the lighting, the location, the choice of equipment, camera movements and hours of creative contemplation. It's not as simple as picking up the camera and hitting record. It takes time, and it takes passion.
Denying the Wolf is my favorite LoveCreative passion project. We partnered with writer, Tony Peterson, for this short-film. Tony’s subtle and eloquent writing-style combined with Matt’s cinematic vision resulted in a truly authentic piece of content.
Take a look and let us know what you think.
In the meantime, don't flicker, friends. Shoot for right every time. Shoot with intention and fire up the sky.