In two years, 77% of advertisers will produce 6-second ads, data analysts say. Nearly one in three large advertisers were buying them by third quarter, according to Google, when it released its first bumper ads leaderboard. And why not, when the god of the internet is promoting them?
Want to know how to use these super-short videos effectively? At Cannes Lions, Great Guns director, Jonty Toosey, intends to share his expertise on what he believes will be “the feature length film of the future”, in a film craft workshop called Stories in 6.
Those who attend will get to create their own 6-second masterpieces. Toosey will be assisted by FCB Inferno creative director, Becky McOwen-Banks, andDiederik van Middelkoop, creative director & partner at Amp.Amsterdam. Participants will have props and themes at their disposal, as they have a go at writing, storyboarding, directing (and starring in!) their own personal film that masters the format. In the workshop, Toosey will be uncovering six film themes, six basic human emotions, six deadly sins, and six basic plots.
This year’s workshop follows his talk at Cannes last year on manufacturing reality where he showed himself to be something of an expert on the subject, specialising in capturing staged moments that appear convincingly spontaneous. In fact, his talent has already won him two Cannes Lions and filled his mantelpiece with other international awards.
The workshop, which will run twice during the festival, will take place on Wednesday 20 June at 3 pm and Thursday 21 June at 11 pm in the Palais des Festivals.
Here’s a sneak preview of how Toosey, McOwen-Banks and Moutran will be helping people to become content creators of the future: