Don’t just produce videos, think bigger, create an experience.

As consumers have gone digital and with access to the ‘World’ at their fingertips, it is no wonder marketers and advertisers are fighting for their audiences’ screen time. Brands race to be the first search result, shove their ads in your face via pre-rolls, and the list goes on. Yes, it is inevitable that our audiences are on their screens more so now than ever. According to Rescue Time App, we spend 3 hours and 15 minutes a day on our phones. But does that mean they want to be disrupted, interrupted, and bombarded by your content?

The answer is NO! The irony is that while platforms sell space to advertise, they also promote offers to remove your ads and give their audience a better ad-free experience. How bizarre. It is like getting an invitation to your ex’s wedding but knowing that everyone there hates you. Why would you go? Right?

As a content producer, I can’t help but think of this. I ask myself, how can I create an experience through content? How can I place content where the viewer wants to be engaged? This led me to design content as an experience for viewers both online and offline.

One of my favourite produced content experience was in conjunction with the World Food Day through a collaboration with Wondermama, a contemporary Malaysian restaurant, and Kechara, an amazing soup kitchen in Kuala Lumpur, Malaysia.

Watch the video we produced as a result of the project.

Fast forward some years, I explored a similar concept in Raleigh, NC.

The United States Department of Transportation notes that cell phones are the cause of 1.6 million auto crashes each year that result in a half-million injuries and take 6,000 lives. In 2019, North Carolina Department of Transportation reported 39,139 crashes in Wake County. A significant increase since the previous years. As a local creative that focuses on making a positive change, this campaign was a great way to use creativity to help influence a behavioral change.

Sometimes the views, video clicks and follows are not enough. We cycle through hours of content each week on our devices which makes the experience of content almost passive, an act of consumption that does not stick in our minds.

The goal is to approach content the same way we create long-lasting memories, through meaningful experiences that make you feel like you are part of the narrative.