In part one of “Story Structure” we looked at the basic three act format of a beginning, middle and an end - otherwise known as Acts I, II and III.
We explored Act I and it’s four main functions -
- Introducing your hero(es).
- Declaring a goal for your hero – one – singular goal.
- Stating the theme – in other words - what this story means.
- Establishing the world of your story.
We also looked at some strategies for applying these to your movie.
If you want to revisit Part 1 scroll down.
So, that means it’s time to dig in to Acts II and III – and the ever fascinating world of plot.
Plot is all about drama – and drama is the aspect of a story that keeps the audience interested. You could (many have) make a beautifully photographed movie, about a multi-layered character, who’s the most interesting man in the world. But, unless that character does something – no one’s gonna care.
The main character in your movie is your brand, and you want – need - people to care about it.
And, plot – though not in the Agatha Christie, “The bridge is warshed out. Nobody be goin’ nowhere tonight!” sense – is an excellent way to make people care.
So let’s take a closer look.
Act II
Remember that goal you established in Act I? Well, the second act is where most of the action, of achieving that goal, takes place - it creates the drama of the story.
All drama is generated simply by throwing adversity in the path of the hero - blocking his/her way to obtaining their goal.
If our hero is going from point A to point B - the harder we can make if for the poor sap to get there - the more we care about the journey and the better/worse it’ll feel when he/she finally arrives or fails. The more sadistic we can make it - the better. So enjoy yourselves.
For example –
A long time ago in a galaxy far, far away -
Luke Skywalker met a wise man – joined a Rebel Alliance and destroyed a death star. This is technically a story - not a very good one - but it does have a beginning, middle, and end. But, really who cares?
Now, throw in a girl, (a princess no less) a smuggler, a magic force and a really bad guy - who destroys an entire planet in cold blood - then turns out to be the hero’s dead father - and we’re still hooked forty years later.
Did I mention that the girl he was tongue kissing was his long lost sister?!
Be sadistic!
The Plot Thickens
If you can relate your dramatic obstacles to your hero’s Desire, (as opposed to Goal) you can create a rich, layered plot, drawing the audience in even deeper.
For example - young Luke Skywalker is stuck on a desolate, remote planet - hoping beyond hope for the tiniest spark of “adventure.” Adventure is Luke’s desire – defeating Vader is his goal. The obstacles he encounters - a princess, a smuggler, a magic force, Darth Vader, etc… all create adventure in his previously mundane life - they also create obstacles (drama) for him to overcome on the way to his goal.
When you combine obstacles - with deeds and encounters that fulfill desire – you have a vibrant, irresistible plot.
Plot Twists
If you like Act II can be refined to heighten the dramatic effect – by splitting it into Act IIa and Act IIb.
It works like this. The first half of Act II (Act IIa) sees the hero (your brand and your customer) fulfilling their desire – in seemingly every way imaginable. Any obstacles to the goal are dispatched with ease and aplomb. Everything’s going swimmingly.
Then at precisely the middle of the movie – things begin to go south – (Act IIb). Those obstacles in the path to the goal begin to get worse. The assurance the hero had just moments ago, has now vanished. Those obstacles are suddenly kicking his butt – and they keep at it - right up to the hero’s most desperate moment - what author Thomas Moore calls the “dark night of the soul.”
This is the moment when the hero hits bottom and seems as far away from the goal as he’s ever been - even after all the struggle to get there.
The hero’s desire fulfilled completely at the ends of Act IIa – those pesky obstacles have ruined all of the joy associated with that desire in ACT IIb.
And, now both goal and desire seem hopeless.
This is also a great place for a cliff hanger! So… let’s call it a day!
No!!? You want to know what happens – don’t you?
Alright! Now that we’ve got Superman tied to the kitchen table, in a Kryptonite bustier and stiletto heels – we’ve got the perfect set up for Act III.
Wait - did I say that out loud?
ACT III
Act III is the shortest and simplest of the three elements.
The finale is - simply put – “What happens to the hero” - what he/she gets for pursuing that nettlesome goal.
Does the hero reach the goal, or die tragically just short of success? Does he/she achieve the goal and not live to enjoy the success or - achieve the goal and lose the girl? (Does Superman start to feel kind of sexy in pumps and a teddy?) The options are endless.
Many people believe that happy endings are for comedies and sad endings are for drama. I personally think it’s more complicated. Audiences today are too cultivated - and expect deeper drama to keep them engaged.
Dramatic (less than happy) endings make an audience think about what they just witnessed - often for days or weeks after the story’s end.
But, happy endings - while admittedly ubiquitous - have a certain appeal too. They feel good - to even the most cynical amongst us - and everyone likes a winner.
The ending is also what most people will remember so your ending should comment on your theme.
Great movies excel at this. For example, expanding on its theme, “Don’t look Marion!” - “Raiders of the Lost Ark.” also reminds us that there are some things too powerful for any, one nation, to possess.
At the end of the movie, we’re told simply that “Top Men” are “looking into it” - followed by that famous extreme long shot of the government warehouse. Leaving us to wonder – “Who has possession of all this power now?” and creating a dark commentary, that there are always people who will try to “look into the forbidden” and possess that power for their own personal benefit.
Notice how that famous shot is the last thing we see. A good story also saves that moment until the very end. The longer we can delay the ultimate climax – i.e. what happens to the hero - the more dramatic tension we create.
So that’s Story Structure Part 2 - Acts II, and III.
By looking at how other movies have used this structure we can get a good idea of how to tell our own stories in a compelling way!
The trick is finding ways to make your brand seem heroic and authentic.
You don’t have to join the Rebel Alliance and destroy the Death Star. The goal of an heroic journey can be the utterance of a single word. “The Miracle Worker” did this beautifully recounting the tale of Annie Sullivan and Helen Keller. It also won four Tony and two Academy Awards doing it.
So let’s look at how to apply Act II and III directly to your brand –
Using ACT II
Create drama.
Act II a - Simply, show your brand being successful (you want customers to know that you’re good at what you do).
Act IIb - Then share the difficulties you have had to overcome along the way.
For your brand it could be a market trend, developing a new product, launching an innovative service, etc…
Obstacles humanize you. The audience instantly relates, knowing that you struggle just like they do. But, it’s also heroic. You faced a trial by fire and overcame all! Or, in the case of failure - you learned from your mistakes, got back up, and tried again. Still heroic.
Be truthful - or at least comedic if you delve into fiction – lest you destroy all the good will you’ve built with your story.
And for the “Customer as Hero” character – their “Dark Night of the Soul” is what the world looks like without the benefits of your brand.
Then just when it all seems hopeless! Spring into Act III!
Using ACT III
Tell them the outcome – “for them.” Remember - the benefit to you is implied. Focus on how you’re helping them achieve the goals and desires of their own story and you’ll fulfill the promise of the theme, desire and goal you established in Act I.
Choosing between - a happy ending, or one that leaves them thinking - is determined by the objectives of your video.
- If you want to make a sale - show them how great they‘ll feel - with your product or service in their lives. A happy ending!
- If you want to drive them to your website or entice them to call for a sales appointment. Leave ‘em questioning!
The ending really is dependent on the outcome you want from your movie.
In a brand movie – you’ll often be predicting a happy ending – showing how your brand can benefit the customer – how you’re helping them achieve their goals and desires.
But, it has to be more than just “Use Acme Widgets and the world will always be bright and sunny!” Use your ending to comment on or reinforce your theme. “We benefit you because…”
So that’s it - a beginning, middle, and an end.
Cut! Print! Check the gate!