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Why brand space needs pace: what we can learn from the art of filmmaking

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Creative Director of LOVE, Russell Ashdown, shares how filmmakers use pace for dramatic effect and how designers can apply this to creating more impactful brand experiences

Creative Director of LOVE, Russell Ashdown, shares how filmmakers use pace for dramatic effect and how designers can apply this to creating more impactful brand experiences LOVE Russell Ashdown designPhotography by Marius Gire, Unsplash By Russell Ashdown

Experience designers should go to the cinema more often. One of the most memorable film scenes of recent times popped into my head when we were discussing the flow of brand spaces in the studio. It’s a pivotal moment in Whiplash, the psychological drama about a promising young drummer’s pursuit of greatness.

Over a tense five minutes, the pace of the scene ebbs and flows. The drama of a high-octane drum solo gives way to a complete slowing down of film and audio, with abrupt silence underscoring a key narrative moment.

Pic: Photography by Marius Gire, Unsplash

Read the full story at ICON...

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