At Raised Media Co., we're often asked about the secret behind our compelling experiential content. While skill and creativity play significant roles, we also employ a powerful problem-solving technique: abstraction laddering. This method consistently helps us transform ordinary briefs into extraordinary content creation experiences.
Abstraction laddering serves as both a problem-solving tool and a creativity amplifier, enabling the transformation of standard briefs into captivating visual narratives.
Understanding Abstraction Laddering
Abstraction laddering is a method for reframing problems to uncover innovative solutions. It involves asking a series of "Why?" and "How?" questions to explore different levels of abstraction. In our realm of photography and video production, this process can lead to genuinely original content ideas.
Applying the Technique: A Real-World Scenario
Let's look at how we apply this method to a typical client request:
Initial Brief: "Create a video showcasing our new sneaker line."
Applying abstraction laddering:
Why create a video showcasing the sneakers line?
To increase sales.
Why increase sales?
To become the preferred brand for urban sneakers.
Why become the preferred brand?
To enable individuals to express their unique style through fashion.
By repeatedly asking "why," we can elevate a simple product showcase into a powerful brand statement that resonates more deeply with the target audience.
Now, let's ladder down:
How do we enable self-expression through sneakers?
By demonstrating diverse styles and wearing options.
How do we demonstrate diverse styles?
By creating an immersive urban art installation featuring real people.
How do we create an immersive installation through experiential content creation?
By transforming a city block into an interactive showcase.
From Concept to Compelling Reality
Through this process, a straightforward product video evolves into an engaging experiential event.
Example: A city block transformed into a dynamic sneaker showcase, featuring parkour athletes navigating colorful obstacles, artists creating sneaker-inspired murals in real-time, and a diverse crowd showcasing unique styles.
This approach creates content that not only captures attention but also encourages active engagement. The result stems from a methodical application of abstraction laddering.
Abstraction laddering can transform a standard video brief into a multi-faceted experiential content project that engages audiences on multiple levels.
Apply Abstraction Laddering to Your Next Project
Abstraction laddering isn't just for professional content creators—it's a versatile tool any brand can use to elevate their visual storytelling. Here's how you can start applying this technique to your next project:
Start with your initial content idea or brief.
Ask "Why?" repeatedly to uncover deeper meanings and broader concepts.
Then, ask "How?" to bring those abstract ideas back to concrete, actionable concepts.
Review your ladder and look for unexpected connections or novel approaches.
Remember, the goal isn't to completely abandon your original idea, but to explore it from different angles. You might find that your initial concept evolves into something far more engaging and impactful.
Whether you're planning a social media campaign, a product launch video, or an entire rebrand, try incorporating abstraction laddering into your brainstorming process. You might be surprised at the creative directions it leads you.
By embracing this approach, you're not just creating content—you're crafting experiential content creation experiences that resonate with your audience on a deeper level. And in today's crowded digital landscape, that connection is what sets truly exceptional brands apart.
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Raised Media Co. is a NYC-based commercial photography and video production agency specializing in experiential visual content. We help brands and personalities tell compelling stories through high-impact photos and videos.
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