“Image hopping” is a cool trick to kick-start your story writing process when you don’t have any idea how to proceed. The technique involves using vivid, descriptive language to appeal to the reader’s senses by creating mental images and “connecting the unconnected.”
The process
Find a compelling image, expose it in rich detail,
brainstorm elements within it, and then “hop” to a new, seemingly unrelated
image to spark unusual, new connections and expand your horizon of narrative
possibilities. Create strong, memorable images to grip the emotion of the
reader. The goal isn’t to describe the images, but to use them as springboards
for character, plot, and theme.
Example: Domino's “It happens only with pizza”
VISUALS
Shot 1
Image of a muppet dancing in a disco-like setting with the
word “Happening” flashed in cool blue bold font (transports the viewer into the
emotion of partytime)
Shot 2
The muppet image cuts into the image of real people dancing
in disco/party with symbols of music notes blinking on the screen
Shot 3
The slice of a pizza acts as a transitioning element. It
swipes in a circular motion and the image shifts to the close-up of these
partying people holding box of Dominos pizza. This is followed by a montage of
several of these boxes held by people.
Shot 4
The ad “hops” into an entirely unrelated image showing a
group of young people, in a top-view. They are seated around a table with
papers, laptops, sticky notes, sketches, snacks, and boxes of Dominos pizza. While
they look upwards in rumination, lightbulbs are flashing over their heads,
indicating that they are brainstorming.
Shot 5
Zooms into the image of a paper on their table that contains
a black ink doodle sketch of a smiling girl and a smiling boy holding a Dominos
pizza box in one of his hands, with hearts floating in the air. The sketch
becomes animated and the cheery boy takes out a slice from the box and extends
it towards the girl. The girl swoons and takes a bite. (Drool-worthy image)
Shot 6
Again, the ad transitions into a completely unrelated image
of two college-aged boys slouched on a sofa, eating Dominos pizza and
binge-watching television. One boy bites into a slice and his eyes pop out like
googly eyes.
Shot 7
Another unrelated image. This time, of a social media feed
displaying a video of a group of people partying over pizza while their post is
flooded with likes and hearts.
Shot 8
Zooming into the group of people in the clip while they
share pizza with each other, having a blast. Background sound of camera
clicking. A collage of photos appears on the screen.
Shot 9
Next unrelated image is a group of friends ordering Dominos
pizza on their mobile app (the scene cleverly tells people that they can order
pizza at the ease of just one tap on their phone)
Shot 10
Tantalizing close-up shot of a pizza with cheese bursting
and stretching through the rainbow of vegetables
Shot 11
Quick shot of people in different settings relishing the
cheesy pizza with swooning and satisfying expressions. In the background, a
peppy voice roars “It happens only with pizza!”
Shot 12
Quick image hopping. Montage of animations and images of
people enjoying the pizza in different settings, from a friend’s breakup to a
beachside party. An animated cat using a pizza as a DJ disc. Pizza boxes piling
up in the corner of a house. Hands picking up slices from one pizza after the
other. The peppy voice repeats the same catchphrase
Shot 13
Rapid frame displays the word “pizza.” Each letter of the
word is crafted from different colors of the vegetables. (This tells people
that there are so many veggies in their pizza, which makes people feel good
about eating it.) Last shot wraps up with a graphic of dominos boxes with the
same catchphrase written in quirky font. A bold voice repeats the phrase in the
end, whose echo lingers in the viewer’s head.
How the “Image hopping” trick makes the Domino's ad so enticing and attractive?
1.
Emotional collage – The ad doesn’t tell a linear
story but presents a rapid montage of positive, relatable moments, all linked
by the presence of Domino’s pizza.
2.
Breadth of appeal - By showing diverse groups
(friends, families, couples, individuals) and varied occasions, the series of
images reinforces that Domino's is for “everyone” and for “every moment.”
3.
Product showcase – Quick and rapid flashes of
different flavours and varieties of pizzas effectively highlight the variety
without needing a detailed menu breakdown. The images make viewers know that
there’s a flavor for everyone.
4.
Pacing for engagement – Fast cuts keep the ad
dynamic and engaging, while mirroring to the audience that they can avail the
lip-smacking pizzas from the comfort of their homes while having quick delivery
service.
5. Brand association – The montage of images subtly and subconsciously injects the idea in the viewer’s mind that the brand Domino’s is associated with joy, convenience, shared experiences, and lots of fun, in the Indian context here.
The crux: The images depicted here via image hopping finely
coagulate to paint the singular image in the viewer’s brain – If you seek some
fun and tasty moments like the ones shown in these images, order Domino’s
pizza.
Comments
Post a Comment