You don’t always need words to tell a story, but if you have them… make sure to use them well. Content creators and business leaders can certainly learn that lesson from watching a Chicago tourism video that starts with a great concept but falls a little short.
The video uses the written words of Daniel Burnham. For those of you non-Chicagoans who might not be familiar, Burnham was the architect and urban planner who created the city’s blueprint following the Great Chicago Fire.
His words… perfect for this video. The problem… the video is too long, edited to include long musical breaks between Burnham’s well-written lines.
The breaks are so long you completely lose the flow of what Burnham wrote. Tighten up the edit and all of a sudden the story starts to make sense.
This is a mild critique. The video is shot well, and has one of the world’s great city’s as a backdrop. It’s hard to go wrong with that imagery. Adding Burnham’s words in a more efficient way would have put this video over the top.
Your content may have words, but does it tell a story?
VIDEO: Chicago Tourism