David Fincher is a master of movie deception. A true innovator. Fincher has directed some of the most creative and gripping movies of the last 25 years (Se7en, Fight Club, The Game, The Social Network, Gone Girl, Zodiac), but what most people don't realise is that the average David Fincher movie contains more CGI than the last Godzilla movie. You just wouldn't know it.
How does this relate to content marketing you ask? Well, Fincher only reaches for the very latest tech in order to bring depth to storytelling or solve a storytelling problem. Every piece of CG trickery is used purely in service to this story. His best technical feats are designed to be invisible to the audience and there only to immerse. There's a lesson here for Marketing Directors. The next time your agency tries to talk you into using AR, VR, selfie drones, pixel tracking smoke and mirrors, 360 video rigs, pocket steadicams, interactive page turners, over animated UI, bespoke apps, etc - ask yourself if they're using it to quietly service your brand story or just because it's a new toy that they'd like to play with.
After watching the brilliant video below always ask yourself "what would Fincher do?" before reaching for new tech toys to tell your brand story.
FULL DISCLOSURE: Vivid just bought a shiny new drone. It's a brilliant toy and we're going to tell great stories with it. So there.