STORYTELLING

As I have just come across my notes from my best use of 4 days in 2006, I feel like sharing them.

Last April I enrolled on a four day workshop of STORY – the scriptwriting course that Robert McKee has been teaching all over the world for the last 20 years.

Here’s three thoughts that I found particularly useful when thinking about designing brand stories:

1. All good stories take place in rich but small PERSONAL worlds - if not they end up being clichés/stereotypes. As he says they need to be at the same time CULTURALLY SPECIFIC and UNIVERSALLY HUMAN.

2. Any story of interest is born from a GAP : the moment when the protagonist is at risk of loosing something as his expectations and reality don’t match up.

3. A story can only exist when the protagonist has a clear ‘Object of Desire’ he/she is trying to reach.