A pinch of storytelling mastery – Salt TV Meet the Change-Makers

By Teamspirit on Friday, 23 February 2018

There’s nothing new under the sun. At least, not according to Danny Fagerson, founding director of film production house, Salt TV. And it’s a fair point. Film has been around for over a hundred years and advertisers have been using it to good effect since the first televised advert on July 1st, 1941. The technology has changed but the audience, fundamentally, hasn’t. Human beings are pretty simple. We want to feel happy, secure, loved. We want to laugh and be entertained. To be surprised, but not too much.

And we want to be told a story

Today, Danny’s here to tell us about how Salt TV uses storytelling to fuel brilliant ideas. In their 20-year history, they’ve worked with an enviable roster of the most famous brands. From automotive giants, BMW, to fashion powerhouse, Vivienne Westwood, and UK institution, the Royal Mail, they’ve been making beautiful, engaging and disruptive films that successfully drive brand ambitions.

He talks us through the new advances in filmmaking: the rise of high dynamic range and 8K; the waxing and waning of 3D and AR; how to create smart, flexible film content using our phones and the smallest of budgets. He shows us a breath-taking campaign for Toyota, and clever, tactical content for Samsung. Clearly, Salt TV has been there, done that and shot the advert.

But what interests Danny most is the immemorial power of ideas. The purpose of film, he argues, is the same as it ever was: to tap into our most personal space, our deepest emotions, and plant an idea. To make us think differently about how we view the world. And to motivate us to modify our behaviours and bring about change. To use the power of ideas and storytelling to make the world that little bit better.

And that’s what Salt TV does remarkably well.

You can find out more about their work here.

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