Why it‘s important to choose the right medium

Simon Timmermans
Jul 28, 2017 · 2 min read

When we tell a story, it’s important to pick our words carefully right? You might be mistaken: powerful storytellers don’t focus on “what” they say, but on “how” they say it. Hold on tight, because this video will blow you away.

Get ready for Ari Fararooy, a creative video producer based in the US.
Last year he made an after-movie of one of the largest summer festivals in California.

And the video will make your day:

It was Marshall McLuhan, one of the early media experts, who told us many years ago: “The Medium is the message”.

What he means is that people tend the focus on “how” you tell it, not on “what” you tell. Choosing the right medium will make or break your message.

It’s not what you say, it’s how you say it

For example, if you want to make a major press announcement and you gather all the journalists in a small and dusty pressroom, your message will not resonate. It will not feel “major”. Because the format is equally important as the message.

What can we learn from this video?

The “Lightning in a bottle” festival is special: it’s a blend of extremely versatile experiences. It’s as eclectic as a festival can be:

Yoga / cooking workshops / downhill races / dance battles / music gigs / crazy bowling / art expositions / secret gatherings / theatre shows / …

As the drone is flying through the festival, you get to see 10–15 different settings in a rapid pace. Each setting is totally different, still they feel very coherent. They all show excitement, self-expression and togetherness.

Ari Fararooy used a clever drone technique to show the diversity of the festival.

Ari Fararooy is a conceptual thinker: he knows the importance of his medium. He picks the drone for a reason.

By picking the right medium, the right format, he managed to bring an powerful and versatile message in just 2:57 minutes.

You- as a marketeer, entrepreneur or creative- have a great story to tell as well. There are lots of formats to consider, from drone video’s to longreads to podcasts or vlogs from your own bedroom.

Choose your medium wisely.

And for those of you on holiday: I wish you an equally lovely summer camp.

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