STORYTELLING STRATEGY
Well-told stories have the ability to change the world, engage the senses and create a connection between our brand and viewers. Authentic and heart-felt, Advancing the Lifeline stories highlight our portfolio and contextualize our brand narrative—to herald our customers as heroes.
Components of a Good Story
Each story is a rallying cry—to unite, to empower, to move. Our customers make sacrifices, take risks and put it all on the line for the communities they safeguard and the businesses they serve.
In order to effectively communicate their contributions via Advancing the Lifeline videos, it's imperative that we account for each of the story components below:
Strong main character(s): An engaging main character(s) who is (are) core to the story and can relay the story on-screen.
Strong plot: The plot is what the story is about. A strong plot should involve some type of conflict such as Man vs. Nature or Man vs. Man.
Technology integration: The conflict should trigger the need for a given Motorola Solutions product or service. How did a Motorola Solutions product or service help resolve the conflict? What critical role did it play?
Memorable & relatable: The best stories are ones that stay with you, long after you’ve experienced them. They’re also ones that are easy for others to relate to (e.g. who couldn’t imagine what it would be like to lose a child?).
Emotional: The story either elicits emotion or uses emotion to motivate the viewer to react.
CUSTOMER STORIES
Emotive and highly-relatable, Lifeline Stories exemplify how a customer’s tenacity and grit, coupled with our technology, resulted in an real-life win for their communities.
Ideally told from our single POV, these stories recount our customer’s most heroic moments and demonstrate the critical role our products or services played in that experience.
VIDEO STYLE
Lifeline Stories recognize and celebrate our customers—and their dedication and commitment. These highly relatable stories recount our customer's most heroic moments by providing a snapshot into their experiences on the front-lines.
Customer interviews and supplemental B-roll footage focused on a single POV create a more immersive storytelling experience—providing authenticity and engagement. Emotive visuals connect the viewers to our customers, delivering a compelling story that exemplifies how a customer's quick-thinking and tenacity, coupled with our technology, can create a safer community.
INTERVIEW
Showcasing an interview with the main character(s) in their work environment gives the viewer a peek into our customer's lives and adds a sense of realness and authenticity. For guidance on how to set up interview framing, refer to the Videography Guidelines.
SUPPORTING STORY FOOTAGE
B-roll cinematography is supplemental footage inserted as an introduction or cutaway to help tell the story. Advancing the Lifeline B-roll should depict a main character(s) reenacting the story and/or working—this kind of footage engages the viewer by bringing them along on the storytelling journey.
INTROS AND OUTROS
VIDEO INTROS
Use white Connected Type with an edge-to-edge line for the title of the video to create a dynamic and engaging intro. The video title should be as short and succinct as possible; no more than 2-3 words. The title is not intended to be overly descriptive; it should be just intriguing enough to pull the viewer in.
The video title is overlaid on top of 2 B-roll clips that play in parallel. Those clips should be selected as a means of context setting, helping to pull the viewer into the story.
The top video clip should provide a macro level view of the environment—typically a city shot. The bottom clip should provide a closer view of the location where the story takes place. It also provides the transition into the main action as the story unfolds.
VIDEO OUTROS
All videos should end with an animated version of the Advancing the Lifeline sign-off, followed by our video outro featuring our signature.
NOTE: The video outro is the only instance in which the guidelines allow Connected Type with an edge-to-edge line to have a masked type treatment.
When applying the video outro, please ensure your closing scene provides sufficient contrast, thereby ensuring legibility of the Advancing the Lifeline sign-off.
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