1) How did thinking in terms of shots and scenes influence your approach to communicating your design concept?
Actually, what helped me the most was the WHO/WHAT/WHEN list in the conceptualization stage. It really helped me clarify the mush of ideas in my head, and make it relevant to an audience member who had no background knowledge of what our design solution was.
The need to make interesting shots and engaging scenes also influenced my approach by making me very conscious of making the storyboard fun to watch. This gave me a positive kind of pressure to think of a really good story that didn’t merely inform the audience of our product, but also brought them along an adventure of our protagonist’s day.
2) What motivated your choice of storyline structure? Can you think of an exemplar from a film that uses the same structure?
I used a flashback because I wanted the audience to see clearly the Before and After effects of using our product.
There are lots of films with flashbacks to build suspense and tension. Hitchcock is one such director. Contemporary films would include Oldboy by Park Chan-Wook (and his Sympathy for Lady Vengeance; both are stellar films!), as well as David Fincher’s Fight Club, which famously breaks the fourth wall by having Brad Pitt point out the ‘cigarette burn’ that occurs at the end of a film roll.
The storyline structure, with a flashback, becomes more interesting since the narration is non-linear.
3) What choices did you make about audience and style? Were they related?
The audience for the film limited the extent to which the film could be non-linear and wildly creative: after all, the aim of the film is to educate (in an entertaining way) the uses of our design solution.
The style was intentionally as “pretty” as possible. Healthcare as a topic can be unglamorous or overly clinic. Since our project included a beautiful garden setting, it would be a pity if we did not highlight its aesthetic beauty.