Creating memorable advertising: Denis Lapshinov's experience

Contents:

• Technology or Art: What Influences Success?
• Inspiration in Challenging Times
• Emotional Mechanics: How Memorable Stories Are Created
• The Structure of the Creative Process: From Idea to Implementation
• What does a Successful Result Mean?

Technology or Art: What Influences Success?

Let's discuss the importance of emotion in video content. In 2020, one video garnered nearly 28 million views in a matter of months, while a similar video from 2019 attracted 21 million viewers. This dramatic increase is clearly due to the emotional impact on the audience. What, in your opinion, are the key factors behind this success? Emotion plays a crucial role in attracting viewers, forming connections, and increasing engagement. It's important to understand how to properly use emotional elements in content to achieve maximum impact and engage audiences.

The basic principles of content creation remain unchanged. An analysis of the highest-grossing films shows that 90% of them meet certain standards. Audience reactions also follow similar patterns. However, beyond these basics, there is something more—the magic when all the elements come together, and the result is even better than expected. Creating high-quality content requires not only adhering to standards but also the ability to explore and apply unique approaches that can attract and retain viewers' attention.

The first key aspect is a commitment to innovation while adhering to traditional rules. In 2017, we created a video with the band "Kasta," which inspired us to invite famous artists to collaborate on tracks. However, this approach can lead to standard solutions that are difficult to compete with. Originality will always be more valuable than any niche franchise.

The second important aspect is the strength of the idea behind each creative project. We analyze current search trends and incorporate them into our videos, but behind each project lies a deeper concept. Each year, we strive to convey a meaningful message through our content, enriching it with meaning and value for the audience.

Creating vibrant and memorable projects is only possible with a willingness to take risks and explore uncharted paths. Uncertainty and discomfort that arise during the process serve as catalysts for true creativity. It is in these moments that innovative ideas and unique solutions are born, capable of capturing attention and leaving a mark on the audience.

Inspiration in Challenging Times

The concept for our 2020 video emerged from an in-depth analysis of our audience's trends and interests. We aimed to create content that would not only be interesting but also relevant to viewers. Based on the data and feedback received, we identified key themes that formed the basis of our video. This allowed us to offer unique and memorable content that meets our fans' expectations.

During the COVID-19 pandemic, I experienced the disease, but it turned out to be relatively mild. From the very first days, I began taking walks outdoors, trying to avoid contact with other people. These moments of solitude in nature became a significant source of inspiration for me. During one of these walks, I connected with our team to discuss ideas for a new video. We discussed how 2020 was a true test for each of us, and how difficult times reveal our true selves. By going through difficult situations with someone, we can see their true qualities—both positive and negative. This topic is relevant and important, especially in light of recent events, when we are all seeking support and understanding for each other.

In 2020, I was pleasantly surprised by how kind and supportive people were. This time revealed our true essence, which turned out to be bright and attractive. While discussing this topic, I felt goosebumps - a powerful signal confirming that there is truth in our words. We realized that this feeling needed to be integrated into our project, despite having four different concepts at the time.

Emotional Mechanics: How Memorable Stories Are Created

The selection of stories and performers is a combination of intuition and an analytical approach. The key factor is the relevance of the idea, which helps refine the choice and guide it in the right direction. For example, in 2017, rap battles reached their peak popularity, and artists such as Oxxxymiron and the group "Kasta" made our shortlist. Analyzing trends and audience preferences allows us to find relevant topics and suitable performers, which significantly increases the chances of the project's success.

Each project is defined by the prism of its unique DNA—a set of characteristics that we strive to preserve. Each "Year in Search" is an emotional journey, where the viewer experiences a wide range of feelings every 5-7 seconds. This allows us to create a deep connection with our audience, holding their attention and captivating their interest. Emotion plays a key role in how we perceive content, and we strive to ensure every second is filled with meaning and impact.

Emotion plays a key role in creating unique content. We strive to evoke a variety of feelings in our audience: tears, laughter, fear, and bewilderment. This allows us to stand out from traditional advertising, which often ignores negative aspects. However, it is the contrast between negative and positive that enhances the emotional tone of our message, making it more memorable and engaging for viewers. Use emotion in your content to establish a deep connection with your audience and increase the effectiveness of your communication.

When presenting the same search trend, it is important to consider the chosen approach: humorous or touching. Our task is to find the optimal combination of these styles to create a harmonious rhythm. One element may perfectly complement a block with comedic moments, while another fits better with a dramatic section. The right combination of styles makes content more engaging and memorable for the audience.

A climax represents the peak of emotional tension, leaving a deep imprint on the viewer's memory. People often evaluate their experiences based on the ending and the most memorable moments. Therefore, creating a memorable ending is a key element of storytelling. Without a successful ending, even the most memorable moments can be forgotten. A successful ending not only brings closure to the story but also highlights its main themes, creating a sense of satisfaction and closure in the viewer.

In 2020, we faced the challenge of choosing an ending for a project featuring Grebenshchikov. Attempts to add joyful moments didn't achieve the desired effect, and the ending felt false. However, Grebenshchikov concluded the project with a personal message that resonated with viewers and created an emotional connection. This ending became an important chord, emphasizing the significance of art and its impact on people.

Creating emotional content is an art that requires a balance between various feelings and experiences. Every second of video must be imbued with meaning to leave a deep impression on viewers. Emotionally charged content can evoke strong reactions, strengthen connections with the audience, and increase engagement. It's important to remember that it is the emotional elements that make the material memorable and contribute to its distribution. Understanding the target audience and using appropriate visual and audio solutions play a key role in creating effective content.

The Structure of the Creative Process: From Idea to Implementation

Creating a video is a complex and multifaceted process that requires significant time resources. Typically, the full video development cycle, from the briefing stage to the delivery of the finished product, takes about two months. This period may vary depending on the complexity of the project, the scope of work, and the specific client's requirements. Each stage, including planning, filming, and post-production, requires meticulous attention to detail to achieve a high-quality result.

During the first stage, which lasts for a month, we focus on generating creative ideas and analyzing current trends. It is impractical to begin work in advance, as in the rapidly changing world of media, events can significantly change the situation, especially at the end of the year. November and December often bring negative news, which can impact content availability and inspiration. Therefore, it's important to adapt to current conditions and consider the impact of seasonal factors on the media landscape.

During the production phase, we only have a month, which creates significant time constraints. Therefore, we develop multiple alternative versions for each video fragment. This is especially important, as copyright compliance for video content is a key aspect of our work. We understand that creating high-quality and legal content requires a careful approach, and therefore we focus on developing a variety of solutions to minimize risks and ensure intellectual property protection.

Copyright discussions are an important aspect of our workflow. This year, we have established relationships with two hundred copyright holders. Each contact is different: some are quick to cooperate, while others set high demands for the use of their content. Our goal is to establish effective communication with copyright holders to ensure the legal and ethical use of their materials.

Sometimes our project manager enthusiastically says, "I'm corresponding with NASA!" or "I'm talking to Yuri Dud!" (As a reminder, in 2022, he was designated a foreign agent in Russia). However, if copyright holders are unavailable or their terms don't meet our requirements, we must quickly find alternative solutions to keep the project on track. It's like juggling: one ball catches fire, another becomes sharp, and a third breaks—and we need to react quickly to maintain team stability and ensure the successful completion of the project. Our ability to adapt and find new ways to solve problems is key to achieving our goals.

What does a successful result mean?

The success criteria for this project include several key aspects. First, achieving the set goals within the established timeframe. Second, adhering to the budget is an important indicator, which allows us to evaluate the financial effectiveness of the project. It is also necessary to consider the quality of the final product, which must meet the established standards and requirements. Feedback from users and stakeholders plays a significant role and will help us understand how the project meets their expectations. Finally, a successful project should be sustainable and have the potential for further development and scaling.

To assess the success of the project, we analyze key metrics, including organic views, video completion rate, number of reposts, comments, and likes. In addition, an important aspect is the number of media personalities who independently shared our video and wrote about it. These metrics help us better understand the effectiveness of our content and its impact on the audience.

This year, I especially appreciated the feedback from Alexander Rodnyansky, who was recognized as a foreign agent in Russia in 2022. His mention of our project on Instagram was a significant recognition for me. He noted that we are creating a product in Russia comparable in quality to international counterparts. This is especially significant against the backdrop of the global "Year in Search" project being developed in the United States. It is important that our project demonstrates high standards and competitiveness, highlighting the potential of the Russian industry.

My 2020 can be summed up in three words: challenges, adaptation, growth. This year was a time of significant trials that required flexibility and new approaches from me. I learned to adapt to changing conditions and learn from difficult situations, which contributed to my personal and professional growth. These three words reflect not only my experience, but also a general trend that many people have encountered during this challenging period.

This answer will be personal and reflects my journey of self-discovery. The year I spent searching for inner peace was a time of reflection and deep analysis. I sought answers to key questions about my life direction and the meaning of my existence. This process helped me better understand myself and my true desires, which, in turn, opened up new horizons for personal growth.

Many of us could relate to similar feelings. This time became an opportunity for deep self-knowledge, when people for the first time in a long time paid attention to their inner experiences and thoughts.

This year raises important questions about our inner state. In difficult times, we truly reveal our true essence. It is necessary to remember who we were during difficult moments. Recognizing our mistakes, even if we previously ignored them, opens the opportunity for change. It is important to accept these realizations and strive for self-improvement to build a better future.