A sure way to make any video clip more shareworthy is to give it a very strong POV. Given the internet’s incredible reach and the power of a truly connected global population, people will forward and share powerful messages to only the most receptive audiences.
Leftwingers… Rightwingers… 911 Conspiracy Believers… Or, less politically charged but equally self-selecting communities like “Working Mothers”, “Amateur Filmmakers” or “Rabid Vikings Fans” (no kidding, they exist)… All of these loosely affiliated groups manifest via social connections, sharing the content and ideas that speak to them. It’s Clay Shirky’s theory of “Organizing without Organizations.”
Enter Tim Piper. Tim is a filmmaker, and the director of Dove’s Cannes-winning “Evolution” viral video. He wants to make a feature documentary about the distorted visions created by the beauty industry. And to draw attention to his Kickstarter campaign, he created this video of his wife and filmmaking partner, Sally Gifford Piper, undergoing a radical transformation via Photoshop.
Tim really hates the distortion created by imagemakers, particularly advertisers. And when you watch his video, it’s easy to see how easy it is for us to manipulate and distort images in this digital world. Tim believes this leads to huge self esteem issues, eating disorders, even somehow, the evils of industrial food. And maybe he will be able to make his case with this film.