{"id":2827,"date":"2017-12-08T05:00:00","date_gmt":"2017-12-08T05:00:00","guid":{"rendered":"http:\/\/jwplayer.com\/art-science-visual-storytellingamputm_mediumblogamputm_campaignblg_future-automated-video-advertising_20171220\/"},"modified":"2023-02-06T14:25:30","modified_gmt":"2023-02-06T19:25:30","slug":"art-science-visual-storytellingamputm_mediumblogamputm_campaignblg_future-automated-video-advertising_20171220","status":"publish","type":"post","link":"https:\/\/jwplayer.com\/blog\/art-science-visual-storytellingamputm_mediumblogamputm_campaignblg_future-automated-video-advertising_20171220\/","title":{"rendered":"The Art and Science of Visual Storytelling"},"content":{"rendered":"
\n

A conversation between Framestore\u2019s Mike McGee and The Drum\u2019s Cameron Clarke at JW London Insights<\/strong><\/p>\n

If you\u2019ve seen a special-effects movie in the last 30 years, you\u2019ve probably enjoyed the work of master storyteller Mike McGee. The Oscar-winning cofounder of Framestore,<\/a> the legendary digital effects firm behind movies like Gravity and Paddington, sat down for a fireside chat with The Drum\u2019s<\/a> Cameron Clarke at JW London Insights<\/a>. The conversation\u2014one of the most celebrated at the conference\u2014shed light on what it means to tell stories in the digital (virtual reality) age and the spectacular power that video brings to the picture. <\/p>\n

Below is an edited Q&A featuring excerpts from the fireside chat.<\/p>\n

\u00a0<\/p>\n

Clarke: What does it take to create a story?<\/p>\n

McGee: A great story is really a journey—beginning, middle, end. It\u2019s driven by characters that you can make an emotional connection to.<\/p>\n

\u00a0<\/p>\n

C: What are the key ingredients of making content stand out?<\/p>\n

M: It\u2019s originality. It\u2019s finding something new and innovative. We spend a long time understanding a brand and coming up with original thinking. We use top-quality Hollywood visual experiences to help us develop the technologies and techniques in-house. That\u2019s where we add the extra value: being creative with not just the idea, but how the idea is applied with tech.<\/p>\n

\u00a0<\/p>\n

C: There\u2019s a lot of self-made viral video online, some with low quality. Do you see that as a blessing or a curse?<\/p>\n

M: Both. It means that anyone can create content as you can buy a 360-degree camera for $250. Our challenge at Framestore is always to achieve the best quality for our budget. For a Robinson Squash commercial,<\/a> we took a flight to zero gravity. We filmed liquid mixing with Robinson Squash in the air, no special effects needed.<\/p>\n

\u00a0<\/p>\n

C: What are the challenges of producing film for small screen devices?<\/p>\n

M: The quality of the story is still what\u2019s king. The platform is irrelevant. It\u2019s about creating the right story for the platform . . . knowing the message, understanding the platform, and adapting the content to fit. If you\u2019re making an advertisement on Facebook where people are scrolling, you may only have three seconds.<\/p>\n

\u00a0<\/p>\n

C: How has your creative process changed over the years?<\/p>\n

M: We have concentrated creative sessions. We use mathematicians and scientists, fine artists and writers. It\u2019s that mixture of science and art that helps us with problem solving, and we put a team together for the execution.<\/p>\n

\u00a0<\/p>\n

\"\"<\/p>\n

McGee (right) discusses the future of digital storytelling with Clarke.<\/p>\n

\u00a0<\/p>\n

C: Which platforms are getting you most excited?<\/p>\n

M: I love VR. I\u2019ve seen people scream, shake, tear their headset off, and I\u2019ve seen them cry. You can really transport people to places. VR and mixed reality open up whole new opportunities for how we interact with our devices. They make story living and not just storytelling\u2014it\u2019s tricking all your senses to move in a physiological and not just emotional way.<\/p>\n

\u00a0<\/p>\n

C: What\u2019s next for visual effects?<\/p>\n

M: I laugh at my team\u2014the year we don\u2019t win a BAFTA or Oscar for digital effects is when we have done our best work. No one would know because it will be totally seamless.<\/p>\n

We\u2019ve made many creatures over the years, but the ultimate creature is the human being. How long before we can bring dead actors back to life? Or make actors age without a lot of prosthetics? CG is getting good enough to do that. (See Framestore\u2019s Audrey Hepburn Galaxy commercial<\/a>.)<\/p>\n

\u00a0<\/p>\n

C: Do you think our conception of great storytelling has been changed by technology?<\/p>\n

M: If we do our jobs well, it should be a seamless experience watching how stories are told. What\u2019s happening now is the boundaries between what\u2019s real and what isn\u2019t real are so blurred that we can give people genuine experiences that are more than just telling a story. They\u2019re capable of becoming memories. (See Framestore\u2019s Fieldtrip to Mars<\/a> experience for schoolchildren.) <\/p>\n

It\u2019s not visual reality; it\u2019s virtual reality. When we get all those ingredients right and put them in the right kind of experience, we can educate, we can inspire. We can of course still entertain. We have a very powerful medium for changing people\u2019s lives.<\/p>\n

****<\/p>\n

For more on JW London Insights, visit our video page<\/a>\u00a0and read this recap from The Drum.<\/a><\/p>\n

Missed the event? Don\u2019t worry, we\u2019ll be hosting more events in New York and London in 2018.<\/p>\n

To learn more about how to become a video-first publisher, schedule time to talk with one of our video experts.<\/p>\n

\u00a0<\/p>\n

Contact Us<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

A conversation between Framestore\u2019s Mike McGee and The Drum\u2019s Cameron Clarke at JW London Insights If you\u2019ve seen a special-effects movie in the last 30 years, you\u2019ve probably enjoyed the work of master storyteller Mike McGee. The Oscar-winning cofounder of Framestore, the legendary digital effects firm behind movies like Gravity and Paddington, sat down for […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2827","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"acf":[],"yoast_head":"\nThe Art and Science of Visual Storytelling - JW Player<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jwplayer.com\/blog\/art-science-visual-storytellingamputm_mediumblogamputm_campaignblg_future-automated-video-advertising_20171220\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Art and Science of Visual Storytelling - JW Player\" \/>\n<meta property=\"og:description\" content=\"A conversation between Framestore\u2019s Mike McGee and The Drum\u2019s Cameron Clarke at JW London Insights If you\u2019ve seen a special-effects movie in the last 30 years, you\u2019ve probably enjoyed the work of master storyteller Mike McGee. 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