Clearhead we asked to create six films for the University of Leeds Business School within a six-week timeframe. Our winning creative concept for this campaign was to use case studies provided by the university to create engaging student stories. Sharing relatable experiences is an authentic storytelling approach that evokes positive engagement and reactions that lead to increased recruitment conversions.
Authenticity is about being real and genuine rather than formal, forced, or controlled. The best way to ensure that authenticity is conveyed is by hearing a real story from a real person; from the horse's mouth, so to speak.
We suggested a creative approach to the interviews in order to achieve this. The audience needed to feel as if they were sitting across the table from the storyteller, looking directly at them and listening without distraction.
We placed the camera directly in front of each storyteller, with them sitting in a relaxed position. They told their stories to the camera, looking straight at the lens to engage directly with the audience. Each interview has plenty of space, lingering at times to witness breaths and their moments of thinking.
This unique interview approach gives a truly emotive, authentic feeling to the films.