Storytelling IS3150 AY 24/25 PDF

Storytelling IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Customers want to get from point A to point B Help them get there 2 What makes a hero 3 The Hero Myth Stages of Hero...

Storytelling IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Customers want to get from point A to point B Help them get there 2 What makes a hero 3 The Hero Myth Stages of Hero 1. The Hero is Introduced in His Ordinary World 2. The Call to Adventure 3. The Hero is Reluctant At First 4. The Hero is Encouraged by the Wise Old Man or Woman 5. The Hero Crosses the First Threshold 6. The Hero Encounters Tests and Helpers 7. The Hero Reaches the Innermost Cave 8. The Hero Endures the Supreme Ordeal 9. The Hero Seizes the Sword 10. The Road Back 11. The Resurrection 12. Return with the Elixir The Short Form of the Hero Story The hero is introduced in his ordinary world, where he receives the call to adventure. He is reluctant at first but is encouraged by the wise old man or woman to cross the first threshold, where he encounters tests and helpers. He reaches the innermost cave, where he endures the supreme ordeal. He seizes the sword or the treasure and is pursued on the road back to his world. He is resurrected and transformed by his Separation – Ordeal – Return experience. He returns to his ordinary world with a treasure, boon, or elixir to benefit his world. 4 Internal & External Journey External: The Plot Internal: The Character Arc 5 Train to Busan Trailer: https://www.youtube.com/watch?v=Ryy3wxfo2MU Plot: https://en.wikipedia.org/wiki/Train_to_Busan Who is the hero (protagonist)? What is the main plot (external travel journey)? What is the main character arc (internal journey)? What “tool” does the scriptwriter use to demonstrate the character arc of the daughter at the beginning and the end of the movie? 6 The 3 Act Structure 7 The Hollywood Formula 8 Hollywood: The Main Genre 1. Monster in the House 6. Buddy Love Monster, House, Sin Incomplete Hero, Counterpart, Complication Train to Busan, Alien Rain Man, Seabiscuit, Twilight 2. Golden Fleece 7. Whydunnit Road, Team, Prize Detective, Secret, Dark Turn Back to the Future, Argo, Inception All the President’s Men, Silence of the Lambs, Basic Instinct 3. Out of the Bottle Wish, Spell, Lesson 8. Fool Triumphant 17 Again, Aladdin, Midnight in Paris Fool, Establishment, Transmutation Forrest Gump, The King’s Speech, Bridget Jones’ Diary 4. Dude with a Problem Innocent Hero, Sudden Event, Life or Death Battle 9. Institutionalized Die Hard, The Hunger Game, Gravity Group, Choice, Sacrifice Avatar, The Godfather, The Last Samurai 5. Rites of Passage Life Problem, Wrong Way, Acceptance 10. Superhero City Slickers, Stand by Me, Kramer vs Kramer Special Power, Nemesis, Curse Shrek, Superman, Spiderman Set Up 0:00 – 1:00 1:00 – 2:00 Inciting incident Further Intro Goal 3.29 Pretend Shooting 3.40 The Challenge Conflict 4:10 Enemy appears The gun 7:28 9:00 Caved in ~ 11:51 Shot fired ~ 12:15 Victory ~ 13:07 Is this going to be on my report? About the gun. Resolution I decided not to marry you anymore. New dawn Someday some girl is going to be very lucky. Both characters have grown Nah, girls are stupid. 13:25 Ya, we certainly can be. 10 Storytelling in Marketing Use narratives to communicate key messages Resonate with viewers and inspire them to act Humanize your brand 11 Missouri Star Quilt Company Krungsri Auto  Customer Testimonials 14 Case Studies More widely used in B2B 15  What is the customer’s challenge? Customer Journey How do you help him/her to get there? What is the role of your product/service in the customer’s journey? 16 Recap: Content Marketing & Storytelling Message Client Personas Get your target 1 2 3 … customers to identify with the struggles of the Weapon or main character in facilitator to Story Templates : Hero’s Journey overcome struggle your story