The Art of Emotional Storytelling in a World of AI
In the book The Secret, we are reminded of the Law of Attraction: how thoughts become things. But it goes deeper than that, teaching us that feelings create thoughts, and thoughts create feelings.
When we help brands tell culture-forward stories, we seek words that evoke deep emotions—because it’s those profound feelings that shift our very souls.
Beyond Videos: Crafting Films with Layers of Emotion
At our core, we don’t just create videos—we create films. Each story we tell is meticulously layered with emotional crafting. Emotional storytelling is a symphony of elements, woven together into a fine art form that resonates deeply with viewers.
It’s not just about visuals or spoken words. To us, music is the most essential driver of emotion. It’s astonishing how slight variations in a song can completely transform the tone of a story.
For major projects, we may spend an entire week finding the right song. Even for smaller projects, we dedicate a full day. Music has a profound, subconscious impact—it molds emotions into the precise thrill, excitement, or depth the story demands.
Next time you watch a movie, pay attention to the music. When done well, it blends so seamlessly into the experience that you don’t consciously notice it. Yet it’s there, silently shaping your emotional journey.
Helping People Feel
At Infinit, our films often make people cry—not because they’re sad, but because they resonate on a transformational level. Even corporate films for tech clients can evoke tears when they tell the right story. These are the kinds of stories that amass millions of views.
In a world of fast dopamine, where people are bombarded with so much media that it takes 12 impressions to earn a single click, emotional storytelling stands out. It’s not about using AI to create volume; it’s about crafting stories that make people feel something deeply.
The Balance of Speed and Craft
As an agency, we balance short-form, high-output ads with longer, carefully crafted stories. While quick-turnaround content serves its purpose, the stories that truly resonate and go viral are those we spend months refining.
Feeling: Humanity's Greatest Gift
Feeling is humanity’s greatest gift. In a world fueled by coffee, Adderall, and social media dopamine, it’s a blessing when our clients are willing to slow down and create masterful stories that touch hearts.
Because at the end of the day, making people feel is the ultimate measure of a story’s success.
