Every Monday morning the team at Bennett Creative sits down to watch a few commercials together. Team members blurt out memorable commercials they’ve seen recently, then everyone watches and critiques.
Recently, Director of Animation, Dorothy Bennett, brought up the Snapchat commercial from the Super Bowl, claiming that the commercial is haunting her, that we all needed to watch it and hate it with her. Forbes even declared this ad in the bottom five of Super Bowl ads due to its message. However, when the commercial ended, Dorothy declared she loved it. Like many things in life, the commercial sat complex and contradictory. We dislike the message, but we enjoy the use of mixed media and the creativity used in the production of the marketing video.
What stuck out the most, was the use of mixed media. At the minute mark, halfway through the ad, a strawberry head with human eyes and mouth is swirled by a replicating milkshake, eliciting “ahhh”s from the Bennett Creative team. We liked what we saw. It got even better as the ad went on. From a man with a dog filter surrounded by LOL graphics, the laughing face emoji, and cutouts of other people laughing to a screen filled entirely of people enhanced with graphics of cats covered in toast and a multicolored alicorn, making one person look like a unicorn. In terms of creative video content, it was great.
After discussing the pros and cons of the ad, Andrew, pulled up a recent explainer video for a client. Within the first few seconds of the brand video, a mixed media image filled the screen, causing more reactions from the team members watching. It’s clear that we love mixed media in video content, whether it’s reels, commercials or music videos. There’s something fresh and eye-catching about it.
What is a Mixed Media in video?
Mixed media in video content or commercials means blending various visual mediums such as video, animation, photography, timelapse, graphics, and text. This approach to video content offers a dynamic and immersive experience that traditional formats often struggle to achieve. In this blog post, we'll look at the fascinating approach of mixed media in marketing, exploring its benefits, trends, and the impact it has on both brands and consumers.
For better or for worse, viewers have grown accustomed to more stimulation in video content (thanks, TikTok!). With the advent of digital platforms and social media, video marketing has embraced a more eclectic (even maximalist) approach: incorporating multiple forms of media to tell compelling stories and connect with diverse audiences.
From animated characters interacting with live-action settings to stunning graphics overlaid with powerful narratives, mixed media video content offers a level of creativity and flexibility that traditional formats lack. Bennett Creative has been doing this for years for various clients using animation and stop motion, yet it feels like mixed media has truly reached the mainstream, and it’s been fun and engaging to keep track!
Here are a few favorite mixed media videos shared to the Bennett Creative Slack channel #inspo:
In Austin, & beyond we are all trying to "stop the scroll"
In today's saturated media environment, capturing and retaining audience attention is more challenging than ever. Mixed media video content provides a solution by offering a visually stimulating and multi-dimensional experience that stands out amidst the noise. In this marketing video by Pedro Pinto for Pingo Doce, the use of mixed media and the heavy artistic look would never have you guessing the commercial is for a supermarket in Lisbon, Portugal, but it would definitely stop the scroll. By combining different elements, brands can create memorable moments that leave a lasting impression on viewers. Whether it's through clever animation techniques, striking visual effects, or innovative storytelling, mixed media allows brands to break through the clutter and make a meaningful impact.
One of the key advantages of mixed media video content is the ability to engage audiences on multiple levels. By incorporating multiple sensory stimuli, such as sight, sound, and motion, this type of brand video appeals to different senses simultaneously, creating a more immersive and engaging experience. The marketing video could include a visually stunning animation accompanied by a catchy song or a thought-provoking narrative overlaid with compelling imagery giving mixed media video content the power to evoke emotion, spark curiosity, and drive action.
At the heart of all successful video content lies a compelling story. Mixed media marketing allows brands to leverage the power of storytelling in new and innovative ways. The use of mixed media in this brand video, using fire, a gruff voice and graphics, takes the commercial to the next level by grabbing attention and enhancing the message. Or as shown in this Sketchers commercial, the use of flickering graphics, the beat of the music chosen and the fonts used evoke a feeling of urban cool, even if it is Sketchers promoting that downtown edgy vibe.
By combining different mediums (video, graphics, green screen), brands can create narratives that unfold seamlessly across various platforms and touchpoints, which is what Bennett Creative does with the video content we create for clients, mixed media or not. Whether it's through a series of animated vignettes, a live-action montage, or a blend of both, mixed media video content enables brands to craft narratives that resonate with their target audience and leave a lasting impression.
Trends and Innovations in Mixed Media Video Production
As technology continues to advance, so too do the possibilities for mixed media video content. From interactive experiences that allow viewers to engage with the content in real-time to immersive virtual reality (VR) and augmented reality (AR) campaigns that blur the lines between the physical and digital worlds, the future of mixed media marketing is filled with exciting possibilities.
One notable trend is the integration of user-generated content (UGC) into mixed media campaigns. By encouraging consumers to contribute their own photos, videos, and stories, brands can create authentic and relatable content that resonates with their audience on a personal level. Whether it's through social media challenges, hashtag campaigns, or crowd-sourced storytelling, UGC adds an extra layer of authenticity and engagement to mixed media video content.
Another emerging trend is the use of data-driven insights to personalize mixed media content for individual viewers. By harnessing the power of artificial intelligence, or AI, and machine learning, advertisers can analyze consumer data in real-time to deliver tailored messages and experiences that resonate with each viewer on a personal level. Whether it's through dynamic ad targeting, personalized recommendations, or interactive content customization, data-driven personalization is revolutionizing the way brands approach mixed media advertising.
One topic that came up in discussion with the Bennett Creative team was if AI generated photos would replace stock photos. If you’re not familiar, content creation companies pay businesses like Adobe for the use of their stock images, videos, photos and more. Bennett Creative designers used stock photos in this explainer video for a client, but have used AI generated photos in a recent campaign. While working on a blog post about social media, we’ve utilized the option in Wix to have AI generate a photo for the post instead of sorting through stock photos. While that opens a whole new can of worms in terms of AI taking over creative jobs, the point is, content to produce a mixed media video is easier than ever to obtain.
To Sum it Up
In conclusion, the use of mixed media in video content represents a dynamic and innovative approach to marketing that is reshaping the way brands connect with consumers. By blending various mediums and leveraging the power of storytelling, mixed media video content offers a unique opportunity to captivate audiences, drive engagement, and make a meaningful impact. As technology continues to evolve and consumer expectations evolve, the future of mixed media advertising is sure to be filled with even more creativity, innovation, and excitement. Whether it's through interactive experiences, personalized content, or immersive storytelling, one thing is clear: mixed media video content is here to stay, and its potential is limitless.