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The Best Advertising Viral Film

Studied art and fashion design at Manchester then Westminster University. In the past 15 years Colin has been part of the buying team at Burberry, an Angel Investor, corporate film and TV producer, and for the last 6 years has run his own digital agency. An online social adoptee from 2005. He’s an exhibited artist.

Making a short film for a business that spreads round the internet is no mean feat. There are so many aspects to consider not least using sound research to ensure it’s going to appeal to the right market.

I used to run a film production business and we were often asked, how much? I mean seriously, have they done no research. Consider that a 30 second “Super Bowl” ad could cost $4 million to using the video camera on a mobile phone overlayed with some ‘After Effects’ copy for £200+ tell me your budget, yes, give me a commitment – what do you want to achieve, what are you prepared to invest – then we can assess the priorities for the job and define the production values.

The goal is to produce The Best Advertising Viral Film ever made, reaching and persuading the target audience – so how is it done?

There are so many ways to get the creative juices flowing and there have been a few that we remember, most recently it’s been “Old Spice” but between that one and the “John West Salmon“, were there many others? I mean really successful?

The winner in my opinion to date is the VW Fun Theory where the incentive is to crowd source ideas, make a few and then document the result and award the winner. A great direction, a very social route so I would like it – although brand awareness could have been stronger in my opinion but hell what a return on investment. The piano stairs alone has been watched more than 12 million times.

If you’re looking for innovation yourself try this top 10 list from Mashable 2009 HERE

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