Through the Lens of Storytelling
Created by: Megan Rabaut, Director of Photography
As creatives, it’s essential to craft and communicate your story. Whether it's the ‘why’ behind your work or the journey that’s brought you to where you are today, articulating your tale is a powerful tool for connection and growth. In today's isolated world, the value of storytelling is often overlooked. Since the dawn, stories have been the foundation for passing down generational knowledge. During times of change, stories hold the emotional power to move people in ways that facts and data alone simply cannot.
This concept is explored in both marketing and scientific research, emphasizing our communication evolution. Evolution has wired our brains for storytelling, and understanding how to harness this skill to its fullest potential is crucial. One of my favorite perspectives on the evolution of storytelling comes from Sapiens by Yuval Noah Harari. The book discusses how storytelling has been essential for cooperation throughout the development of human societies. Harari points out that stories are not merely for entertainment—they shape our worldview and influence the way we interact as a society. At its core, a story is a connection of cause and effect. Stories help us navigate complexity and shape the decisions we make every day.
From a marketing standpoint, one of my favorite examples of storytelling's power to influence consumer behavior is the Extra gum commercial campaign, “The Story of Sarah and Juan.” Extracting a story from something as niche as a stick of gum has its challenges, but this campaign turned it into an emotional journey with a long-lasting impact. By using the gum wrappers as a symbolic romantic gesture, they created a love story that resonated deeply with viewers. This emotional connection not only helped the campaign succeed but also connected consumers to the brand in a way that transcended the product itself. Kindra Hall’s Stories That Stick explores this campaign and others, emphasizing how the emotional connection formed through storytelling can drive engagement and loyalty in ways that facts and statistics alone cannot.
Storytelling is a skill that requires dedication and practice. Clarity and purpose are essential when conveying a story. It's Not just about telling a tale but being clear about the message and ensuring it carries emotional weight. As Kindra Hall says, “Stories give meaning to information.” Rather than using data to convince others, stories immerse the audience, making them feel as though they are part of the narrative. This element is the foundation of the art of storytelling.
The most impactful thing that I have learned from VIM is that Photography and storytelling share a powerful synergy. Photography allows you to capture a moment in time without any limitations, but it's how you portray that moment that shapes the story. Whether through framing, editing, or even the underlying message, photographs became a pivotal tool for memory recollection.
As a college student, I’ve come to realize that marketing yourself and telling your story is vital for success in all aspects of your life. Discovering your brand is how you write your own life’s story. Knowing yourself and the narrative you want to share with others is key to finding your journey. The ability to weave stories through our work is not just an artistic choice, but a
necessity for meaningful engagement. Whether it's through the lens of a camera or the words we speak, storytelling shapes the way we connect with others and define our place in the world. The journey of storytelling is constant, by embracing it, we not only preserve our own stories but become a part of the greater human narrative.