What makes a creative technique innovative in one medium but potentially gimmicky in another? When it comes to Point of View (POV) shots, the answer lies in the delicate balance between artistic intention and commercial effectiveness.
lyf Sukhumvit by Alpha Ground
A powerful visual tool serves different masters in film and advertising.
Before we dive in, remember that visualisation of any type is a subjective medium. What one viewer considers artistic, another might see as pretentious.
Defining Our Terms:
A Point of View (POV) shot is a camera angle that shows what a character is seeing from their direct perspective, as if the camera has replaced their eyes. This technique literally puts viewers in the character's position, allowing them to see the world as the character sees it.
Cliché: An overused element that has lost its original impact
Gimmick: A trick, action or device used to attract attention, often at the expense of substance
Art: A creative expression that evokes emotion or provokes thought
The Cinematic Canvas
In the world of film, POV isn't just about showing what characters see – it's about making audiences feel what they feel.
"Enter the Void" Director: Gaspar Noé(2009)
In "Enter the Void" (2009), POV shots plunge viewers into a psychedelic journey through consciousness itself. But here's the catch: when does this immersion become immersion for immersion's sake?
"Lady in the Lake" Director: Robert Montgomery(1947)
Take "Lady in the Lake" (1947). It was the first film in history, shot completely from the protagonist's POV. Ambitious? Absolutely. Successful? That's where things get interesting. Despite its innovative approach, many viewers found the technique more distracting than engaging. Why? Because sometimes, what seems revolutionary on paper can become tedious in practice.
The Commercial Perspective
But shift your attention to advertising, and suddenly the rules change. Here, POV transforms into something entirely different – a tool for desire and connection. Consider GoPro's advertising strategy.
Source: GoPro Youtube Channel
Their POV footage isn't trying to tell a complex narrative; it's showing you exactly what you could experience with their product. Isn't that precisely what effective advertising should do?
Finding the Sweet Spot
Google's "Parisian Love" ad told an entire story through POV Google searches, creating an emotional journey in mere seconds. This is where advertising's use of POV shines – it's not about sustained narrative depth but about creating immediate, powerful connections.
Source: Google Youtube Channel
A Room with Your View
When it comes to hospitality advertising, POV takes on a particularly fascinating role. It's about letting potential guests imagine themselves in that space.
Hotel marketers have mastered the art of the "guest perspective" shot, taking viewers on virtual walks through property spaces, following the path of a guest experiencing various services.
These aren't just shots; they're invitations to step into a lifestyle served in the most natural and inevitable manner.
The Bottom Line
Whether POV is seen as artistic or gimmicky depends less on the technique itself and more on its application. In film, it must serve the story. In advertising, it must serve the sale.
At Alpha Ground we understand this distinction and know how to balance between innovation and effectiveness in hospitality advertising.
Source: Alpha Ground Production, Behind the Scenes, lyf Sukhumvit
Contact us to discover how we can bring the same level of creative sophistication to your hotel's marketing strategy, ensuring your property stands out in today's competitive hospitality landscape.
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