For me, using the word “content” smacks of a distribution-centric view of the world, where containers (like cinema, TV stations, billboards, a Facebook feed etc.) simply have to be filled.
Great stories shouldn’t be generic objects that fill a stream, or a bucket, or a platform. For me, the term lacks nuance and, importantly for the point I’m hoping to make here, any sense of human connection.
So in this article (adapted from my D&AD Festival keynote) I’m going to tell you a story.
A story of a point of view.
As is befitting a keynote presentation; it is my point of view!
But it’s a point of view put into practice, and I hope that practice will show you how discontent can be a really positive thing. How a bold creative viewpoint can fuel all sorts of wonderful work that reflects, and hopefully helps to progress, the world that we live in.
I also hope that a lot of this is stuff is really familiar to readers, and what I say perhaps just helps make a few more connections between work you’re already engaged in.
I have developed this point of view because for the past 20 years I’ve been working at the intersection of storytelling and audience, predominantly across cinema, television and digital platforms.
I am the Creative Director of NOWNESS.
If you don’t know what NOWNESS is, then here’s a very quick overview.