THE MOVIE IS BETTER THAN THE BOOK
But even when a book is a great read, it’s never quite the
same as the movie.
As Tribe’s CEO and Creative Director, I approached this
changing digital landscape with similar goals to those of past projects: to
connect on a human level with our viewers and to demonstrate emotional
momentum.
EMERGING MARKETS: ENSEMBLE CAST
Meanwhile, a big story was developing over at Stanley Black
& Decker—a global transformation was well underway, affecting the design,
build and distribution strategies in every growth and emerging market
worldwide.
That news was Tribe’s story to share in the 2012 “Stanley Black
& Decker: Year-In-Review” video
annual report. Our challenge was to capture its epic nature, while demonstrating the tangible elements of SB&D’s
strategy.
However, not to be over-looked was the chapter on the team
of exceptional people SB&D had in place. From design to manufacturing, sales
and distribution, this team was already working across divisions and building
new organizations around the world.
I quickly realized we needed to connect with this large cast
of employees around the globe to infuse our story with humanity, integrity, and
sincerity.
This would pose an immense production challenge.
GLOBAL FILMMAKING
In order to execute such a voluminous concept, Tribe would
need to conduct 18 interviews over 11 shoot days, filming in 5 cities in 4
different countries.
I was able to direct all the executive interviews at Stanley Black & Decker’s strategy conference in Key Biscayne, Florida, as well as
supervise post-production.
By utilizing our extensive video library of SB&D footage
from previous Tribe productions, we would save costs without sacrificing story
for the Brazilian, European, Asian and North American markets.
So I called in reinforcements.
While SB&D’s impressive global scale is unmatched in
their industry, Tribe, too, is a global player thanks to the International Quorum of Independent MotionPicture Producers (IQ); a network of our trusted partners from 69
distinguished film production companies of which I am currently President.
IQ member SebastianCardemil, based in Quito, Ecuador, and my new business partner, President
of Tribe Latam (Latin America), directed the global productions and oversaw post-production
graphics. Common Communications Co. Ltd.
in China, Alchemy Films in
Dubai, and Nomad Films in India were
all enlisted for the production as well.
PRESENTING: THE 2012 SB&D ONLINE YEAR-IN-REVIEW
When all of the footage arrived in the editing room, Tribe’s
final challenge was to grant SB&D’s request that the video be “seamlessly
experienced on mobile and tablet platforms to reach today’s readers.”
I arrived at a new, creative organizing strategy in order to
keep audiences engaged and to deliver our story in a mobile-friendly package: tell
SB&D’s story in four parts.
The 2012 Stanley Black & Decker Year-In-Review was now instantly accessible and able to
be shared.
Tribe’s four films are prominently featured and ready to be
launched from the home page. Each video in this series tells the story with
intelligence, thoughtfulness and passion, without ever using a narrator.
I invite you to watch and experience The 2012 Stanley Black & Decker Year-In-Review for yourself—I’d
be interested in hearing your reviews!
Posts
5 comments:
Great work as usual, Vern! Stunning visuals and a clear message.
Wow! These videos are very very good. Congratulations Vern and the whole Tribe team.
Vern, superb work! Visually stunning, seamless transitions that complement and support the flow of content, both spoken and with graphics. Location footage is outstanding and mesmerizing! You captured the feel of a world class organization operating at the highest levels across all segments of business beautifully. Story telling at it's creative best! Congratulations!
Just incredible, stunning work, I agree with Norma! The videos have a remarkable flow and blend well with the spoken parts and graphics. Thank you, Vern, for allowing Shadow Systems to be a part of this beautiful story by providing you with the interviewees' transcriptions. We are proud to be part of this great endeavor!
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