Last week I traveled to Brunswick, GA to oversee aerial filming for a new Georgia-Pacific image campaign focused on sustainability. There are many steps and actions GP does every day to ensure the land and water in their communities is protected and will be here for future generations. Trying to explain those ways can be complicated and long-winded. So I developed a campaign that involves just one, maybe two shots in a series of 10 - 15 seconds spots. Each spot is a single message, simplifying the storytelling to help encourage audience retention and social sharing.
My new storytelling initiative for Georgia-Pacific was rolled out externally this week, "We Are: Brewton, Alabama." It's a few months later than originally planned, but forces beyond my control delayed the external release. But Episode 1 of the series featuring the incredible Glen Freeman is now live.
In order to sell a product well, you need to understand the manufacturing process. The entire manufacturing process. GP Studios was tasked with creating an immersive experience to showcase how Dixie products are made to the internal sales teams. Originally it was planned to start with the papermaking process, however I proposed starting at the very beginning, in the forest. That segment introduced a vital message to the sales team, the sustainability of forests is first and foremost in everything Georgia-Pacific does. Sustainability is a buzzword that can be tossed around, but to visually be reminded that this is more than just a word, turned out to be a key takeaway from the presentation.
“Folks, here’s the snake chaps, be sure to put them on so the rattlers don’t get you.” Now THERE’s a phrase I’ve never heard in my 25+ years of storytelling. And let me tell you, that phrase wakes you up in a hurry. Of course my response was, “I make these look good, don’t I?”
This past weekend I got to film a new Lynda.com course on Video Producing. This time Rose and the crew came to Atlanta to do the filming. This time the course is all about Video Producing, or what exactly DOES a Producer do in the modern production world?
A friend pointed me to Trint transcription services. They claim to have redefined transcriptions by creating a superior software algorithm to quickly and pretty accurately turn around transcriptions from audio and video files. I was very skeptical having tried software like this in the past. Well, after trying them out, I am quite impressed.
When I was brought on as the first Creative Director for Georgia-Pacific, the main thing I was tasked with was bringing a new storytelling focus to GP's external communications and branding. In particular, transforming GP from a big corporate brand to people. With over 33,000 people working in over 200 locations across the United States, there are many stories just waiting to be told.
I've been working on a new e-Learning proposal for the past few weeks. Didn't know I could do that? Well, I can and can't.
See it's a video centric learning program but just showing videos and scenarios isn't enough. We really need to test the employees at each step along the way to ensure they're getting the material. Years ago I established a relationship with a really good e-Learning partner for these very situations. For this project we're going to work together with them taking point on the educational design and me on the video production. We'll work together on the overall project management and development.
Moral of the story? Work on your network of connections for really good and really honest partners you can bring in so when you get a call that says, "Can you do that?" your answer can be "Absolutely!"
I'm proud to announce my first training product from Lynda.com (and LinkedIn Learning) Video Budgeting.
Whether you own a production company or you’re a freelancer, we’re all independent contractors and it’s important to understand and document the full scope of work and fees to be charged for a project. In other words, creating an accurate budget.