Day 8: The Art of Storytelling
Story is the First and Last Thing You Need to Consider
Story is the first and last thing you need to consider. YouTuber, social media creator, commercial filmmaker - 100% story matters.
⚠️ Don't Think Story = Hollywood Scripts
People think story needs actors, scripted dialogue, visual storyboards, all the classic stuff. Don't lock yourself into that small box.
Anthony's Early Mistake
"Plagued my early career - obsessed with filmmaking techniques, gear, cinematic movements. Great looking content is awesome BUT if there's no underlying story to enhance, it just falls flat. This is why none of my early videos ever took off."
Level 1: Beginning, Middle, End
On most basic level, story means distinct beginning, middle, and end.
So many videos have no semblance of this - just meaningless montage that tells viewer nothing. When you force yourself to include these, you end up getting way more creative - different shots, new movements, advanced techniques.
Level 2: Theme
If content is horse-drawn carriage, story is scenery, theme is the horse pulling it along. It's underlying motivation carrying story from beginning to end.
Common Themes
- Problem-Solution: Anthony's go-to - outline problem, viewer relates, solution in middle, end with possibilities
- Creation: Taking elements and turning into something amazing
- Others: Love, good vs evil, overcoming obstacles, desire
Level 3: Enhance with Video
Levels 1 and 2 have nothing to do with camera. Level 3: Use video to enhance story that's already there. Allow camera and artistry to do subliminal talking - pushing toward subject (tension?), lighting scene warm or sinister?
Key Takeaways
- Story matters 100% - not just Hollywood scripts
- Level 1: Beginning, middle, end - forces creativity
- Level 2: Theme (problem-solution, creation, love, obstacles)
- Level 3: Enhance with camera/artistry
- Not day one skill - build creative muscles over time
Integrate these 4 pillars into all content and you'll have more people loving and engaging with your work.
Pillar #1: Evoke Emotion
Actively focus on influencing emotions rather than hoping it happens. Use dialogue, music, camera movement, lighting.
Example: Real Estate Video
Amateur: Just capture house. Pro: Think about target audience (family buying forever home). Choose warm/inviting song, showcase big yard where kids will run, tight shot of fireplace + crackling sound, jacuzzi with graphic "Unwind after long day." Paint lifestyle that pulls heartstrings!
Pillar #2: Relevance
The more relevant to larger trends and current events, the more people pay attention. News outlets are massive because everything is currently happening. Tie content to at least one thing relevant to right now.
Examples: Fall foliage content (people release from years past when trend starting), Netflix "Don't Look Up" (COVID relevant), Anthony's Canon R5 review (camera just came out). If life depended on viral video: Pick most relevant thing on Earth + create unique video about it.
Pillar #3: Relatable
Like attracts like. If viewer can relate to what's being said, experiences, place, anything - odds of sticking around and engaging increases drastically.
Examples: Friends/Office/HIMYM (relatable characters), Ross getting girl he had crush on (who can't relate?), Flex Seal/Slap Chop (extremely relatable problems product solves).
Pillar #4: Constant Mystery
If people know how story ends, they tap out. Create content where viewer literally has to keep watching - sitting on edge of seat waiting for next info.
Examples
- This video: "Stay till end because pillar #4 will blow your mind"
- Deadpool movies: Start with chaos, leave questions - "this is movie where I die"
- Natural storytelling: "You're not going to believe this" - builds mystery!
The 4 Pillars Apply to Everything
- #1 Evoke Emotion: Paint lifestyles, use music/movement/lighting
- #2 Relevance: Tie to trends/current events
- #3 Relatable: Depict problems/experiences viewers can relate to
- #4 Constant Mystery: Build curiosity, withhold exciting bits
Shoot for the edit - plan specific things you want to do with edit so you can shoot exactly what you need to make it possible.
⚠️ The Amateur Mistake
80% of amateurs forget storytelling during pre-production/shooting, then forced to edit random clips into story. They see cool transitions online, buy transition packs, assume it will solve problems. Issue: Trying to force story onto something with no planning. No matter how good at editing, final piece won't look polished.
Example 1: Iceland Match Cuts
Courtney walking toward camera, on beat drop seamlessly cuts to different Iceland landscapes. People ask: "What transition?" Reality: Not a transition you create in editing - need to plan beforehand to do match cuts sequence, then shoot for edit.
How: Shoot scene multiple times, same subject doing same action, same distance from camera. Allows easily aligning shots when editing, cut between them for seamless look.
Example 2: Tree Wipe Transitions
Courtney walking up mountain, tree passes through frame, cleanly transitions into next shot where she's still walking same direction. Another tree wipes, another transition.
How: Knew beforehand wanted this. Needed few takes of Courtney walking same direction where tree passes through full height. Created mask that follows tree motion erasing clip, second clip underneath revealed. Because same walking direction, looks seamless.
Example 3: Backwards Drone Shots
At music drop, all following drone clips flying backwards one into another. Simple example of shoot for edit - matching motion where motion of one shot carries into next shot where motion stays same.
Key Takeaways
- Storytelling in 3 phases: Pre-production, shooting, editing
- Plan specific edits before shooting
- Match cuts: Same subject, action, distance
- Tree wipes: Mask/keyframe in edit
- Matching motion: Connect shots with same movement
- Takes forethought but that extra mile gets work noticed
One massive tip that will help you start shooting better videos today.
Anthony's Painful Cycle
"Went years creating videos that didn't look like ones I loved. Assumed it was camera. Hours watching reviews. Looking at bank account. Sadness. Buy new gear. But something still missing. Spent long portion of career in this phase - painful."
Then Something Clicked
"Started making one change almost without realizing it - videos started getting better. Easier to watch. More engaging. People asked: What camera? Breaks my heart - I saw myself in those questions. It's really not the camera at all."
The Answer
Stop being a filmmaker and start being a director.
What This Means
❌ Stop Being Filmmaker
Being passenger in scene - just filming things as they happen. Only works if filming crazy concerts, beautiful landscapes, people jumping off cliffs, fireworks. Otherwise doesn't look good.
Beginners: Take camera, go to backyard, film grass and trees. Wonder why doesn't look good. (Anthony did this too!)
✓ Start Being Director
Take normal scenes and make them look amazing: Person waking up, walking on path, taking sip of water, making coffee. Stop being passenger. Take control and direct something.
If apply this to practice, will expand skill set so fast it'll blow you away.
Merrell Boots Example
Went north with Courtney to film for Merrell Hiking Boots (not paid - wanted to prove don't need to be hired to shoot commercial).
Old Approach (Passenger)
"Oh friends going to do something cool. I'll bring camera." Very discreetly just take videos. Hold up camera as walked, film friends walking. Footage never amazing - nothing someone would watch more than 10 seconds unless you were in it.
New Approach (Director)
Every single clip has very distinct purpose. When you direct, can have distinct beginnings, middles, ends. Almost impossible when aimlessly filming.
- Opening: Alarm, eyeballs opening, levitating out of bed - fast, engaging. All planned, staged, directed.
- The walk: Until mountain top, everything looks same. Directing overcomes this - specific action sequences.
- Puddle: Slight push in, mark spot for Courtney to stomp.
- Clearing: Position talent, decide action (taking break), plan movement, ACTION!
💡 Important Techniques
- Manufacture storyline: Entry shot filmed 30min after arriving
- Directional consistency: Always left to right (flip if needed) - mirrors story progression
- Multiple takes: At least 2 for each scene - never feel bad asking
- Find unique elements: Rock to jump on, fallen tree to step on
⚠️ It Will Feel Cheesy
"Jump on rock, put hand up, look out smiling - we both laughed, knew it was cheesy. But doesn't matter what anyone thinks. You're doing what makes you happy. Just direct and power through discomfort. Once done enough, forget others watching."
Huge Benefit: Faster Editing
"Only took 2 hours to edit entire commercial. More you direct, more clear understanding of final video. Less guesswork, less sifting footage. Video already made in brain - just translate to editing program."
Key Takeaways
- It's not the camera - Anthony spent years in painful gear cycle
- Stop being filmmaker (passenger filming as happens)
- Start being director (take control, plan sequences)
- Always beginning, middle, end - even filming dog
- Plan action sequences: "Ready, set, action"
- Will feel cheesy - power through, doesn't matter
- Directing = faster editing - already made in brain
Design a story, shoot it (no matter how simple), release to world - Facebook, Instagram, or private community.
Step 1: Pick Your Theme
Horror, action/adventure, comedy - just pick overarching theme to guide content.
Step 2: Choose Action Sequence
Don't need Hollywood movie. Pick action sequence: Walking dog, locked in office editing, making dinner.
Example: Horror + Walking Dog
Going out at night to walk dog. Story elements: Get leash on dog, tie shoes, put on jacket (cold), look out window (something ominous?), go out door, walking on street at night, hear noises rustling in woods, something starts chasing, can't see but hear it, run back into house "what the heck was that?" End.
This is where it gets fun - ton of range to be creative!
Step 3: Create Shot List
Take pen to paper. Two options:
- Storyboard: Draw squares, map out with stick figures
- Simple list: Write down ideas on notebook with bullet points (what Anthony does)
Bullet points allow you when shooting to not have to think and come up with story on spot - already have guide set out.
Can evolve throughout process - often have 10 more ideas while shooting. Having foundation makes life easier.
Step 4: Dive Into Trenches
Don't put this off! Challenge you to get out there and film.
Set Realistic Expectations
Might be couple days into content creation journey. Nobody expects Steven Spielberg film. But try to practice everything learned in program.
Promise: 6 months from now you'll be so happy you did these practice exercises. You're going to be amazing content creator.
💡 Optional: Edit It
Final step optional (haven't covered editing yet): If you feel comfortable, if have experience, create this story - take footage and edit into something cool and fun to watch.
We'll cover editing soon with tons of practice exercises. Can hold off if needed.
Share & Get Feedback
Post in community. As you see others post, congratulate them on taking step. Give feedback if see areas to improve. Make sure everybody enjoying process - that's what this is all about, just having fun!
Your Assignment
- Step 1: Pick theme (horror, action, comedy, etc.)
- Step 2: Choose action sequence (dog walk, office, dinner)
- Step 3: Create shot list (bullet points guide)
- Step 4: Dive in and film it!
- Optional: Edit if comfortable
- Share in community for feedback
- Have fun with process!