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I Am Generation Image: Multimedia Advertising Campaign

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Snowfall  on NYT was at the epicenter of the “scrollytelling” phenomenon in online journalism. As I understand it, it is a way to cohesively combine text, audio, photos, and videos in one screen-friendly space. The Jockey is another example of a scrolly story. This is how it is usually laid out:

As you navigate down through the page, you feel as if you are being guided from one part of the story to the next. You read part of the text, scroll down, and a multimedia video will begin to play. After it ends, you are introduced back into text and photos. There are also sidebar stories, data visuals and audio quote clips incorporated into the piece.

Scrollytelling, as its basic inception, was introduced to us and popularized by social networking sites. As you scroll through Facebook, for example, videos, text and pictures are all set up on the grid so we can watch, read, like and comment in one space.

The use of the scrolly format for journalistic stories for online newspapers has been really innovative in getting people to read, watch and– most importantly– stay on the page.

After seeing it conceptualized through social mediums, and adopted in online journalism, it has spread into advertising. I see scrollytelling as a catch-all in order to get people to click.

I came across it in an advertising campaign last week, and I thought sharing it here would be beneficial to our class in exploring what we can take away from it, and to get us inspired about multimedia outside of the confines of journalism.

Nikon’s “I Am Generation Image” campaign uses the stories of seven different people in order to promote Nikon products.

“More than ever before, this generation speaks in images. But it has never been harder to be heard.” 

The stories themselves had journalistic qualities to them. They were people and families off the beaten path: a comedy duo, an urban cyclist, an advocate for the homeless, tiny homesteaders, a vegan chef, and most notably two gay dads, Kordale and Kaleb.

kordale-and-kaleb-photo

After this photo of the dads went viral on Twitter, they appeared in the Nikon campaign. This was a really progressive thing for Nikon to do despite the controversy.

Accompanying each person in the ad were multimedia videos of their story. I wanted to go into dissecting one of them and draw parallels to what we have been learning in class about cinematography.

Watch Kordale and Kaleb’s video story below:

http://iamgenerationimage.nikonusa.com/profile/kordale-kaleb

To begin, the producers of the piece introduced us to the family. They are all standing outside of a house together. Then, a picture of the kids placed on a table is used to take us into the house. It cuts to a scene in the kitchen: the dads are cooking, the kids are eating. Next, the dads are brushing the girl’s hair, and they touch on the picture that went viral on twitter. The narrative that we can gather this far is that their family functions just like any family would with two straight parents.

Most of the shots used in the video were MS, CU and XCU. I think this adds a facade of intimacy, as if we were living a day in the life with the family. This can also be seen at 1:12 where a rack focus was used as an establishing shot to a scene of the kids doing their homework at the table. It draws our attention inward.

And of course, the catalyst to capture all of their very normal, American memories together is the Nikon camera. Until they inserted the Nikon I sort of forgot that I was watching an advertisement.

To conclude, I found it inspiring and useful to see an ad campaign use many of the skills we are learning about in class. This highlights the possibilities of what we can do with this degree we are all working so hard to get. Like scrollytelling, we aren’t limited to journalism.

 

 

123 Comments

on “I Am Generation Image: Multimedia Advertising Campaign”
123 Comments on “I Am Generation Image: Multimedia Advertising Campaign”

  1. Wow great find Stephanie! I like seeing other example of scrolly-telling because it gets me thinking about how I can try different aspects of it in my own work.

    I really enjoyed the video about the tiny homesteaders, especially the use of natural sound intermixed with the interview audio and background music. Sometimes it was as subtle as the sound of chicken feed hitting the ground, or the crunching of leaves under their feet, but it really added a lot to the video. Of course they had to get the sound of the shutter on the Nikon in there as well!

    I also found it personally hilarious that in that tiny home, where space is at a premium and everything is perfectly sorted to maximize efficiency… that they had that giant pelican case to hold their tiny Nikon camera!

  2. I like how this piece combined video and stills. In the story about the urban cyclist we get just enough of his background to understand why he has this mission to show cyclists in a better light.

    The producers use the technique of having him look at old photos and telling us when this was, and what was happening as we discussed last term. The ghost bikes made for compelling images to pull us back into why his mission is important.

    With the photo’s, I thought it was really smart to include tips for the consumer on how they can up their own photography. In the end, it’s a commercial for Nikon but it’s also useful.

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