Throughout this semester, we were presented with the task of completing a marketing micro-documentary with the means of making it go viral. In order to accomplish this, we read the book Contagious by Jonah Berger who carefully explained the six steps to making a product catch on. We had to choose 2 of the total 6 key points, being Social currency, Triggers, Emotions, Public, Practical value and Stories, and once we read the book, it was pretty clear to us which ones we would go for. In the end, we decided to put an emphasis on the areas of stories and emotions. In my previous book review, I go in depth with the aspects covered through the chapters, but for the purpose of this post I will narrow it down to these two focus points that took my video to the next level.
Stories, to us, was an obvious pick. The company my group chose was La Folie, and ever since the day we went to interview the owner, Andrea Balta, we fell in love with its history. Starting off as a family business, where two sisters joined forces to open a crazy restaurant, La Folie is now turning 6 years old. In my video particularly, stories are shown through the means of voiceover, as the b-roll purposefully rolls in shots of La Folie's finest characteristics. Some images shown here are customers eating and enjoying the comfortability of the restaurant. Overall, we found that it showed to be quite a unique story for a café, nonetheless pretty inspiring and tender to the heart. Bringing us to our second key point: Emotions.
Regarding emotions, our aim was to transmit a message that both customers and workers at La Folie feel at home. Through filmed interviews and footage that displayed clients relaxing, we managed to give a certain cuteness to our film. The waitress who kindly spoke about the family of workers added the pinch of tenderness to our micro-documentary that was meant to impact potential goers.
If I had to evaluate the process of making this video, I would have to argue that it went about much like a roller-coaster. There were several ups and downs, but in the end they were all worth it. I feel as if several iterations were made before reaching our final stance, and those trials were what made the product be of high value. Regarding filming and editing techniques, I learned the value of using both a tripod and microphone when shooting, but my learnings surpassed just the typical hands-on skills.
Organization and collaboration I must say, were the biggest lessons I learned across this project. Planification definitely worked, it took us once to forget the camera at school to learn that we needed a system. By our last visit we all knew that Ariloor was in charge of the camera, Chiara the tripod and I brought the microphone. I learned that I work best when we have a structured method to do things and that trial, error, and feedback can sure teach you a lot. If it weren't for the comments I received with my first draft video, I would have never accomplished the end film I have now.
Even though it was never intended, our video for La Folie ended up portraying all 6 steps indirectly. And although there were some errors along the way, I can say with confidence that all group members grew from this experience and in my opinion, the final video showed some pretty good results. All of these learnings, yet, will not be forgotten; I will sure remember every lesson I learned in this unit for my documentary next semester.
Click here to see the script translation.
“The earth has music for those who listen.”