The 35MM idea
creative
genre
03
about
AA: When I think about building brands, ideas, stories - I think about key frames in the best films, and how a single frame and the frame perspective, can completely change the pov and emotional value of a moment. This shapes the connection between audience and character.
The same is true in brand: the brand's pov, whether it’s 1st, second, or third person, each perspective creates a different kind of intimacy, distance, and knowledge to that moment.
And that knowledge changes everything.
The question becomes — what perspective should we approach this from, and how does that choice affect the way people experience and absorb this?
date
05
Interviewer: Why is that important?
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AA: Because that’s the emotion born from perspective.
Basically the idea of capturing a specific feeling by controlling the lens we see it through,
and then reverse-engineering that into art, design, and brand storytelling. That's a formula.
In film, the director decides the shot’s perspective.
In branding, a creative director can do the same — using pov perspective as a tool.
By deciding how close the audience should feel to the character (brand / customer)
and how much they should know at any moment,
you can create entirely different emotional outcomes.
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It’s the difference between watching someone fall in love with a product…
and falling in love with it yourself, in real time.
A GOOD CHEAT SHEET TO THINK ABOUT:
Awareness stage: Start with 3rd person objective or omniscient to establish credibility and scale.
Consideration stage: Shift to 3rd person-limited or 2nd person to make the audience see themselves in the story.
Conversion & loyalty stage: Use 1st person and 2nd person to create intimacy, urgency, and emotional connection.
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