Tag Archives: cineSync

Writing stories, not press releases

July 18, 2014

Scott Fotheringham

(With apologies to Shakespeare.)

When Hamlet wants to determine whether his step-father is guilty of regicide, he doesn’t directly ask Claudius, “Did you kill my father?” Instead, he stages a play that will capture the man’s interest and, Hamlet hopes, reveal his guilt.

The best marketing and PR is like this. We don’t approach our audience and ask them – or worse, tell them – “Buy our product!” Instead, before we begin to create any form of communication, we consider how to frame it as a story that someone will want to follow. Our brains and hearts are searching for meaning, for connections, for understanding our place in the world, and stories help us find that.

Writing a news release or promotional material requires the same skills as writing a novel: inspiration, practice and a compelling story. Nothing is duller than reading about the specs of a product. Instead, what we want is to know about people, their challenges and how they met a real-life problem. It doesn’t mean that your story can’t contain technical details – it should. You just need to wrap them into an interesting tale. This applies to all forms of media: paid (ads), earned (pitched articles and news releases), owned (blog posts) and shared (Tweets and Google+ posts).

Embassy TVC for Ster Kinekor

Here’s an example. We wrote and distributed a news release for Embassy, a South African production company that makes TV commercials. It reviews video works-in-progress between its offices in Johannesburg, Cape Town and London. To do this, it uses our client’s products, Frankie and cineSync. This release could’ve been about the specs of those tools. It’s not. Instead, it focuses on how Embassy has successfully migrated into the new era of remote workflows, showing that geography no longer needs to be an impediment to working with the best.

This story was picked up by over fifty online publications, giving our client a customer story with a long shelf life.

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Combining the Power of cineSync Pro with the Simplicity of Frankie: Rodeo FX Works on Birdman

VW Commercial Vehicles – Future TVC 25 sec english from Manifesto Films on Vimeo. Montreal, Quebec: May. 28, 2014… Rodeo FX relies on both cineSync Pro and Frankie for its postproduction work on feature films, TV shows and commercials, including the movie Birdman, to be released by New Regency later this year. The Montreal-based VFXContinue Reading

Frankie Helps Trizz Move Toward the Virtual Studio

Barcelona, Spain: Jan. 9, 2014 … Frankie, the easy-to-use browser-based video review tool from the maker of cineSync, is a part of a new globe-spanning workflow created by Trizz to produce its innovative commercial campaigns. From its headquarters in Barcelona, Trizz uses Frankie to collaboratively develop spots with producers, agencies and clients from the U.S.,Continue Reading

Cospective, Maker of cineSync, Releases Frankie 2.2

Adelaide, Australia: Dec. 20, 2013 … Today Cospective released Frankie 2.2, an update of the company’s easy-to-use browser-based video review tool. Along with a number of performance enhancements, Frankie 2.2 has introduced a Sync Options panel. Hosts can now switch between two different modes, choosing whether or not to allow guests to control sync.Continue Reading

Cospective Launches Frankie 2.1

Adelaide, Australia: Nov. 14, 2013 … Today Cospective, the makers of cineSync, announced that a new version of its video review tool, Frankie, is now available. Frankie 2.1 offers powerful new features, including zooming and panning, custom branding in the review interface, while also doubling storage to 20 GB. Ad agencies and production facilities now have an even more powerful tool to review short-form video work internally and with clients, where everyone can collaborate, regardless of locations or time zones.Continue Reading

Frankie 2.0 Helps Ingenuity Engine Create Virgin Holidays TVC

Hollywood, CA: Oct. 4, 2013 … Hollywood-based production studio Ingenuity Engine recently relied on Cospective’s video review tool, Frankie, to help finish a three-part television commercial campaign for Virgin Holidays. Frankie allowed the team at Ingenuity Engine to review and discuss work-in-progress with the director, producers and the ad agency, even though they were in four separate locations. Synchronized, interactive video review enabled an efficient creative decision-making process.Continue Reading