When writing a case history for your organisation, you’ll find a narrative is a great way to reveal the moment of brilliance. All you have to do is ask: what were the circumstances that helped you think up the idea? The exact time, place, motivation, and question that provoked it. Very often just unpacking that exact moment of conception will create the excitement in the minds of your audience. And consequently an appreciation for the brilliance that went into it.
A good example of this is Michelle Mone’s moment in the toilet during a dinner dance, when she’s taking off an extremely uncomfortable bra. In that moment she decides to invent her Ultimo bra. But how do you do this in a video? You can’t recreate that without actors, sets and a high budget. So very often the best way to show a case history is to show the idea being executed.
So with video as a story telling medium, it’s the execution rather than the conception which makes for a good case history. In the following ideas, the film documents the idea being installed. Usually they preserve enough mystery to keep the viewer guessing. And whether it’s a footprint a keyboard or a phallus, doesn’t really matter. What counts is that there’s a twist to whatever you might have expected.