Storytelling is both art and science. Our drive for quality pushes us to read, study, and explore every avenue of storytelling. There are tried and true disciplines we often reference, such as the basic introduction - conflict - resolution, with rising action and falling action story formula. Pixar also has a set of 22 rules of storytelling that are common topics of discussion in our shop. These rules and formulas help create a solid foundation to then build a project upon.
But we take our storytelling to a deeper level. Not every project we make tells a traditional story. In fact, often times we find our selves with needing to inspire an emotion or create an experience instead of tell a traditional story. We love taking on this challenge, because it is still storytelling, just in an abstract way.
We’re developing three new ways we view the work that we make:
We create stories and experiences through design
We inspire thoughts & emotions with highly designed visuals
We tell stories not through structure, but through curated emotion
Often times we are telling stories in very short format (30 seconds or less). The introduction - conflict - resolution format works for slightly longer form stories, but it gets cramped when things are short. We have boiled down the typical story structure and transformed it into emotional beats. We strive to hit those beats within our projects regardless of length. It works the same when we are working with more abstract visuals. We aim for emotional beats that follow a loose story structure.
At the end of the day, we firmly believe what we make you feel is more important than what we tell you. Nearly every project we take on is a study in emotion and empathy, and that really sets our work apart.