Creating Desire John Ford - Head of Film by John Ford, Head of Film

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Make your promotional video stand out from the crowd. Make the crows WANT what you have…

My mother always told me that ‘I want never gets’.

This sort of implied that I should never ‘want’ anything. That I should only get what I needed. The essentials.

When I was 11, I needed a new pair of trainers for gym class. I wanted a pair of Nike Air Jordans. Really, REALLY wanted them. But what I got was a pair of white plimsoles.

Because that was what I needed.

I did, ultimately, get my pair of Nike Airs and when I did – the whole class wanted them. A few weeks later a whole bunch of other kids in my class had Nike Air Jordans.*

I would say that wanting something strongly, that sense of desire, is ultimately contagious. Even inspiring. Why shouldn’t we want things beyond our necessities? Without desire, how would tastes change? Evolve.

You might need a video because your department says it needs it on the home page. Or you might need a film because your target audience needs an update on your news. But what do you WANT? How much more powerful would it be to create a film that makes people really want something, rather than telling them what they need…

Make your audience want to know more. Want to use your product. want to come to your event. We want to work with you to create a film that makes people want whatever it is you are offering.

Because we make great films that folk really want, which means more and more people want us to make films for them!

I guess ultimately, I want… sometimes should get!

*That sense of desire is a strong marketing tool. For example: Bolex are bringing out a gorgeous little camera call the D16. it’s truly a thing of beauty, echoing the wonderful Super 8 cine camera that I used as a kid. Do I need one? No. Do I want one?!

Oh my goodness yes – because it’s just a lovely looking old fashioned camera. Will I get one… sadly probably not as it’s just not right.

Blackmagic are bringing out a little camera that more addresses a need. 4k, raw, global shutter – seems a good update to the 5D. Does it fire up the same want or desire… i dunno. maybe. I do, however, really really want what it can do…

John Ford - Head of Film by John Ford, Head of Film
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