The Global Discussion The Global Discussion - Ryan Sheffer: Master of Brand Storytelling and Filmmaking for Major Brands
The Visionary Behind Mile 80's Success
Welcome to our deep dive into brand storytelling and event-based content creation with Ryan Sheffer, the founder of Mile 80, in conversation with Host Simon Hodgkins. This episode peels back the layers of Sheffer's creative process and his company's unique niche in the industry.
Sheffer's journey in brand storytelling spans over two decades, marked by his evolution from various roles to sitting in the director's and creative director's chairs. Mile 80 stands out in brand storytelling through its unique blend of technical expertise, rapid execution, and specialization in high-stakes event content. Mile 80 states, "The time of one commercial per quarter is done. Today, brands need to be everywhere - all the time."
Ryan emphasizes Mile 80's ability to deliver complex, high-resolution motion graphics, video, and assets under tight deadlines, a highly sought-after skill by major brands for significant events. Mile 80 boasts a list of giants like Amazon, Google, Meta, CocaCola, Chegg, XBox, Visa, Walmart, and many others, showcasing the trust and reliability Sheffer's team has built in the industry.
Ryan discusses 'Brand Plus,' which represents Mile 80's philosophy of staying on-brand while pushing creative boundaries, especially in the context of events. This approach allows for more creativity and innovation, which more prominent brands increasingly seek.
In a striking contrast to earlier times, Sheffer observes that the budgets that once funded single, large-scale productions now have to be judiciously distributed across various platforms and formats. This transition underlines a strategic move towards more diversified, multi-platform storytelling, a necessary adaptation in a digital era where audience engagement spans numerous digital landscapes.
The modern content landscape demands compelling narratives that resonate with a diverse, global audience. This approach necessitates focusing on universal themes and non-verbal storytelling cues like emotions and experiences shared across different cultures. By leveraging these universal elements, storytellers can create relevant and relatable content over time, irrespective of geographical and cultural differences.
Besides creating universally appealing content, Sheffer highlights the importance of adapting stories to local cultures and languages.
Looking towards the future, Sheffer sees sustainability as a critical component in storytelling. As brands become more conscious of their environmental and social impact, there is a growing need to craft stories that reflect these values and resonate with an audience increasingly concerned with sustainability issues.
Looking ahead, Sheffer envisions a future where Mile 80 doubles down on its event specialization, moving towards "big-screen storytelling." This direction aligns with market demand and feeds Sheffer's passion for creating immersive, large-scale experiences.
His insights offer valuable lessons for anyone looking to make a mark in the dynamic world of digital storytelling.
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