Arthur Tsang
Feb 9, 2018

Storytelling in 6 seconds: Tips for the shortest video ad format

BBH China's CCO shares advice based on the agency's experience converting a fairy tale into a series of ultra-short clips.

As new viewing behaviours emerge and attention spans are shorter than ever, advertisers are being challenged to re-think the way they craft their narratives. The traditional story arc has died and how you tell your story has become just as important as the story itself.

My agency, BBH China, was one of 12 worldwide invited by Google to re-interpret a timeless classic fairy tale into a six-second story. The agency created a series of four...

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