Come utilizzare le persone nei video che usano metafore per spiegare i prodotti

brand persone e tecnologie

Quando si lavora allo storytelling di un brand o di un lancio di prodotto attraverso il video é importante tenere in considerazione la presenza dell’essere umano.

In particolar modo nei video in cui si usano effetti digitali, animazioni grafiche e 3D, video che fanno largo uso di metafore per spiegare i vantaggi di prodotto e che sarebbero difficili da rappresentare nella realtà.

Le persone infatti tendono a relazionarsi all’elemento umano del video e non solo ai prodotti, tecnologie o ambienti.  Per le aziende infatti c’è spesso un estremo focus al prodotto o alla produzione delle stesso e per le case di produzione video c’é spesso un estremo focus ad esempio sulla tecnologia di visualizzazione, la stilistica o il fotorealismo 3D.

Dopo molti lanci di prodotti attraverso video metaforici, questi sono gli elementi base che ho individuato per far relazionare il cliente al brand:

1) Se si usano animazioni 3D anche molto stilizzate é importante inserire l’elemento umano;

2) Non é importante che l’elemento umano sia realistico può essere stilizzato, ad es. una sagoma: importante é che non sia un animazione scadente o inumana;

3) Gli occhi della persona é preferibile siano visibili;

4) Le azioni compiute devono essere coerenti con il concetto del video;

5) Il tempo delle azioni compiute devo essere coerente con il concetto del video.


lowara hydrovar prodotto

elite realpower lancio prodotto

that'so pure white video lancio prodotto

geoplastmodulo lancio prodotto

Che tipo di video funzionano oggi per le aziende?

Born to be real

I video corporate industriali sono stati per molto tempo il modello di video adottato dalle aziende per comunicare il più ampio numero di messaggi aziendali in un unica volta.

Il precedente modello di video corporate industriale ha queste caratteristiche:

1) E’ autoritario: spiega i prodotti e il business dell’azienda con autorità;
2) E’ singolo: se ne crea uno che raggruppa tutti gli argomenti;
3) Ha un budget grande: dato che deve raggruppare tutto e deve essere usato per molti anni;
4) E’ usato in modo specifico: sul sito dell’azienda , nelle fiere e riunioni o in TV;
5) E’ controllato: è creato per essere controllato dall’azienda;
6) L’estetica è controllata: presentatori o professionisti parlano nel video e spiegano l’azienda.

Quali sono le caratteristiche che devono avere oggi per avere successo i video usati dalle aziende?

1) Ci si focalizza sui clienti: si parla di risolvere i problemi dei clienti e non del proprio business;
2) Si creano più video: ognuno focalizzato su una singola soluzione e per uno specifico target;
3) Hanno un budget più basso: il budget è diviso tra moltissimi video durante l’arco dell’anno;
4) I video sono liberi: sono condivisi online sui socialmedia e liberamente commentabili dai clienti;
5) I video sono distribuiti: i video sono usati in ogni possibile media e contesto di promozione o vendita;
6) E’ vero: nel video parlano persone vere con contenuti veri.

I 34 video da me creati per Elite azienda leader nel mondo dei prodotti per il training ciclistico professionale, nell’arco di due anni hanno generato più di 550.000 visite.


Why are DVDs still in circulation if we can just put the video data on USB flash drives?

Video distribution

“There are 5 answers at this questions based on users , content maker, DRM, producer and internet.

1. People and users: DVD players are everywhere and they’re a cheaper and more solid technology; not all TV’s can play flash media that are non-standard (content from the web or other DRM video). It’s easy to sit down and listen to the content, this is basically the nature of the TV with minimum interaction. The technology is easy to use and it’s interesting how the DVD’s are packaged as a product. You sit down and enjoy the content with some interactivity and you’re 99% sure that the content will play flawlessly (assuming correct DVD player zone…”

you can continue read here.

The Century of TasteMakers


Some Product designs are based the Marketing research, but there are also Product designs emerging from intuition of people who simply know what is right, who set the trends.

People have understanding of quality of a Product. What is important for companies is to find the right people who can understand, create and communicate the true quality.

These people are particular and have deep understanding what is needed to produce a great Product: a mix of time, cost and culture (design, beauty, fashion). We can call these people TasteMakers.

Fernando Garibay (the producer of the last album from Lady GaGa) says: “I would never call myself a producer, a mixer, or a DJ per se. I think I’m more of a tastemaker.” 

TasteMakers are people who influence others. TasteMarkers are motivated to stimulate positive feelings in others and connect with them.

“When I was a kid, I would listen to these records from Depeche Mode and The Smiths, listening to them made me feel like I wasn’t alone. Like someone understood me. With my music, I want to pay that back and make someone else feel like that.”

Steve Jobs is a TasteMaker. Walt Disney was a TasteMaker. Giorgio Armani is a TasteMarker. Karl Lagerfeld is a TasteMaker. Jack Welch is a TasteMaker. Ingvar Feodor Kamprad is a TasteMaker. Hayao Miyazaki is a TasteMaker.

Every company, no matter which industry it belongs to, needs to include TasteMakers to remain competitive.

Corporate video presentations: Private, Public and Inhouse


Companies try to be different from competitors. They try to increase Brand Value through new Products and Marketing. Every Company needs to explain their Brand and Products in details. How the Product works/behave, the USP or Competitive Advantage… The most powerful tool for such communication is video content. Video can explain everything in a very fast and direct way; but video itself is nothing without the control of the environmental use: how, when and why will video be used.

Video presentations can be divided in three types: Private, Public and Stable.

Private Video Presentation:
Private Presentation is used in B2B market where Companies arrange under the fair (or spaces outside their own company) a place where they meet potential partners and where they privately explain Products and their Company.

Public Video Presentation:
Public Presentation is used both in B2B and B2C market. Companies can play video presentation on a monitor in a fair or create an emotional presentation on big screen as part of an opening event.
Under this category it is possible to include various types of presentation: 3D projections, interactive videos…

Inhouse Video Presentation:
Inhouse Presentation is used in B2B market but its gaining more power in B2C because of the decline of the international fairs and the increasing of fair prices. Companies create an Inhouse Presentation using their own spaces, inviting clients to view the media and experience Products within their Company environment. The presentation is usually available non stop.

Private, Public and Inhouse presentation can live together as parts of a powerful strategy to increase Brand Value by explaining Products and attracting potential partners and clients.

Models speak Brand language

Models speak Brand language

Brands need to communicate more and better if they are to connect deeply with consumers.

Every testimonial is an occasion to communicate for a brand. Testimonials need to be taken very seriously.

A few years back, there was not much need to speak for brands in the fashion industry. Models spoke through body shape, movement, lifestyle and entourage. They rarely did interviews.

But many things change very fast and very aggressively in the fashion industry.

Models are becoming spokespeople for fashion brands. They are being interviewed in addition to being filmed and photographed.

This results from the need to produce increasingly more content, to respond fast to trends and maximize exposure to the media in response to strong competition.

Irina Shayk, supermodel and Sports Illustrated cover girl behaves like a spokeswoman for Rampage. She knows how to act and speak to help Rampage connect to consumers.

This is an important skill for fashion models to get to and remain at the top: to understand the business and consumer environment she is working for and in, and act accordingly. It adds significant value to the brands and is a reason why many models have moved to becoming spokespeople for brands and institutions.

It is very hard teach a person to do that, even outside fashion industry. Speaking for a brand requires an appropriate attitude, a warm and brand-specific attitude.

Irina may have herself worked hard in that direction. She appears very smart and Rampage made a good decision to select her.

See Irina Shayk in the Rampage promotional video.

Every Market can disappear


In the last few years we get excited by Apple products, strategy and success. Almost everyone appreciates success of Steve Jobs and the iOS products. We think that copying, buying or reading Apple story guarantees some sort of inspiration and success.
The same happens to Nintendo and Shigeru Miyamoto with Nintendo WII.
The same happens to Volkswagen with designer Walter de’Silva and his Volkswagen products.
The same happens to Tom Tom with owner Peter-Frans Pauwels and his Tom Tom Go.

Looking from this perspective everything appears to be relativelly easy to understand: We are returning again in a Market Related Products, and anyone who has a good Product will oversell the others and survive. That is a common mistake: short strategy against long strategy. We are actually in a market where different ecosystems compete, where anyone and everyone can disappear in couple of years.

There are a lot of reason why even the biggest companies can disappear:
1) Hardware is less important, we are moving in Software Era;
2) Government regulation can modify everything;
3) Consumers change attitude quickly and unpredictably;
4) China and similar competitors
5) The simpler the software is everything will be more and more similar for consumers.

Cheap quick content for expensive toys?

Cheap quick content for expensive toys

Hollywood studios make more money by distributing via downloads than via theaters. Theaters make more than 60% of their revenue via ticket sales. Studios take more money from selling online ($17.50) than renting the products ($3.50). The subscription model for video renting seems growing in both revenue and important. Studios try to keep bigger movies away from digital renting like Netflix for the first 28 days because of the low cost rent (1$) per movie, but they cannot do it for smaller production and movies.

Home movies are cheaper, faster and lower quality compared to cinema movies. Walt Disney has a substantial production company focused to home movies and they are good in creating these lovable characters and brands featured in home movies. They additionally create toys which they want to sell fast. They are happier if Cars 2 is viewed as much as possible as quickly as possible so they can immediately sell Lightning McQueen plastic toys.

The Incredibles made more than $630m while Cars made only $450m in theaters, but Cars made 8$ billions in merchandise. Theaters are still profitable enough to pay off a big production of $250m but it is harder to produce blockbusters non stop, and merchandising helps.

TV series are also important, because they divide the cost of production in more episodes which quickly creates and grows new Brands. Many actors are going to high quality TV Series to refresh their careers and Brand. The same for film directors. Kardashian family made more than $70m with spinoff and merchandise from 3 TV Series.

As in music industry, the future for studios is likely to be to create more content, faster, cheaper and distribute widely. Immediately downloadable via monthly subscriptions. Media like movie and tv series is used to create, expose and increase Brand Equity which is then monetized through merchandise.

The success of MasterChef


Few weeks in Italy started a new TV reality show MasterChef – a TV show present in almost every part of the world with hundreds millions of viewers and at the top #10 of most TV ratings. The show started in the 1990 as a game show but recently changed to a reality show format. It is based on 18 non-professional chefs who battle to win 100.000 EUR in a cooking competition.

MasterChef Italy is competing against Gambero Rosso and other TV shows have been producing similar content, but promote mostly professional chefs. Difference is that MasterChef is based on amateur and home chefs, not professional chefs.

One of my mentors always said: “Andrea, remember good TV and almost every product is still all about the characters.”

What is different in MasterChef its not the competition but the connection between the receipt and the life of people. This is a fantastic idea which makes the MasterChef unique and so successful.

Non-professional chef demonstrate their cooking recipes while telling stories about where and when they discovered them: they tell stories about their families or just different personal stories.
The show is filled with emotion and personal connection. This is content to which everyone can relate.

Every succesfull product has a reason why behind it. In case of MasterChef the reason is simple: “Food is life”.

Smart car as a specialized tool


When I use my Smart I always understand the differences from other cars. Smart is not a car is a tool. A very particular and specialized tool. Smart its a very succesfull project based on specialization. It is perceived as having a high price because of the standard evaluation of cars: number of seats, size, weight, motor etc.

If you compare Smart to other cars, Smart looses.

But Smart must be seen as a specialized tool. You expect a very precise thing from a tool like that. This is why Smart keeps its value year after year. Keep in mind also that Smart created a new market.

Now compare Smart against a Swiss Army knife.

It is the same? I dont think so. It is the opposite.