As we've seen in the past, Brett and his crew at PlatinumHD are masters a moving well beyond the cookie-cutter approach to marketing property to find a way to sink an emotional hook and draw the viewer in. They go far beyond the “Hi I’m (insert name) from (insert Agency) and we’re at (insert address)" approach.
This new video, Choosing a Deadend or Desiderata is no exception. They use Desiderata, a prose poem by Max Ehrmann (1872-1945) as the narration track. For me this creates an interesting counter point between the left-brain message from the narration and the right-brain feel of the elegant images. So the first time I watched this, it was so unusual that my head was totally engaged trying to figure out what exactly was going on.
This video is just 2:11 minutes. Why so short? Other than that's how long the poem is, in the text below the video there is a piece of PlatinumHD philosophy that points out that, "Today’s audience is very, VERY media savvy. With an attention span of about 4 seconds - the time it takes for the brain to decide what it’s being sold is rubbish, and the next few to find the ‘mouse’ or the remote and click out." The editing style also reflects this fast paced feel where the clips are short and fast moving. This fast clip to clip time in PlatinumHD videos is almost a trademark. I think it works well to hold viewer attention and keeps viewers from becoming bored.
I love the quick agent gesture at the end of this video. It's like the listing agent, is saying "Hey, what the hell, I don't understand what this is about either". This quick little gesture is a kind of a comic counter point that breaks the spell of the more intellectual feel of the poem in the rest of the video.
Nice work guys!