Today we’re publishing a new video: Plagiarism Explained by Common Craft

From time-to-time we like to show off the work of a member of our Explainer Network of video producers.  The videos below are by 1/29 Explainers in Oakland CA. 

This first example on Next Gen Web Security from McAfee is a classic story-driven narrative.  It works well as an explanation by telling a story through the experiences of a character that is likely to connect with the target audience, in this case, IT managers.  It plays on the loss of control that IT managers feel (the pain) and shows how that pain is resolved with a product (the resolution). It leaves the viewer (the target viewer anyway) with the feeling that it would be good to feel like Ted, the main character.

Our second example is a video called "In Your Hands" for the organization CompTIA, which is the voice of the world's information technology industry. It's a bit of an outlier in the explanation space, as it uses mostly text and is in 3D. At first I wasn't sure about the video's format, but I found myself being completely engaged by the animation of the words, which feel so real in how they fall. It kept my attention and felt impactful.  I think it does a great job of relating the seriousness of the subject without being cheesy or over-the-top.

Our last example from 1/29 is about GigWalk.  I found this video interesting in a number of ways.  First, like so many apps, it's a completely new idea.  People may have never even considered that such a thing is possible.  A video explanation is perfect for these kinds of ideas and this one does a solid job of building a foundation of understanding in just over a minute.  Something else I noticed... The viewer sees, visually, that you earn money based on "gigs", but that fact never comes up in the script. It's purely visual.  I think this keeps the focus on the big idea and value to customers vs. the financial incentive to participate. It's a smart move because if you go too far into the "you can make money!" it distracts from the core message, which seems to be about the Gigwalk customer vs. the GigWalker. 

You can find listings for 1/29 and other video producers that can explain your product or service at the Common Craft Explainer Network.

After noticing a Twitter conversation mentioning Common Craft, I met Chris Johnson of Simplifilm.  

Last week Chris posted a blog post that provides a look at his position regarding Common Craft and Common Craft Style videos in the context of other producers. The post is called: Have Your Own Style (What Happens When We're Asked to Make a Common Craft Video).  Chris writes:

They have their niche and nobody good would ever copy their style. Common Craft should be the only people that make a cut-out-videos-that-explain software or web services. Anything else is an echo.

and

If a client asked, we’d say no. It’d be an admission of creative bankruptcy to try to mimic the very clear, original style that CommonCraft uses. 

First, I want to thank Chris for standing up for our work so publicly. I like that Chris’ perspective is not about legal ramifications so much as recognizing another company’s work and making a conscious choice to take a different creative direction.  In some ways, it’s how the world should work. 

The fact is, there are many videos out there that could be called “Common Craft Style” - we see them all the time.  Like Chris, people sometimes expect us to be up-in-arms about other producers who take inspiration from, or even directly copy our work.  While plagiarism and trademark infringement is unacceptable, we recognize that there is a gray area and always appreciate attribution if our work is indeed an inspiration. It's this gray area that makes our position on Common Craft Style a bit complicated.  

Example: Educational Use

Teachers and students are currently working on what they call “Common Craft Style” videos in classrooms.  These are often middle and high school students making videos that help them learn about history, for example. While we are not involved in any way, we have always encouraged teachers to take inspiration from our work in school projects. 

Here's an example created by Wendy Drexler:

Here's another made by 8th graders that makes me LOL:

There are 100s of examples on YouTube and even a Common Craft Style video explaining how to make Common Craft Style videos in the classroom.

As we mentioned, the existence of these projects makes having an absolute position on Common Craft Style difficult, as we are very supportive of these educational, classroom-oriented videos. 

Years ago, we decided that the best thing we can do is focus our attention on building our brand and making the best possible videos.  Our goal has always been to create a brand of videos that speaks for itself and I think we’re getting close. 

There will always be the company, producer or agency who chooses to make a video in “Common Craft Style”.  Sure, you could say they’re copying us. You could say that we need to stop them. But as Chris’ blog post shows, the market has a way of recognizing and even protecting unique and valuable creations.  Here's what I mean...

Rock and Roll

Chris quotes Scott Ginsberg in his post, “There are no cover-bands in the Rock and Roll Hall of Fame.”  While this may be true, that building is filled with individuals who were inspired-by and copied the techniques of others. Even though Chuck Berry inspired Elvis Presley, there will only ever be one Chuck Berry. And maybe that’s the lesson here.  

More than anything, we want to see video explanations become the next rock-and-roll. We want our little industry to grow and for talented producers to build careers on using videos to explain and educate.  And for that to happen, the environment needs to encourage producers who take inspiration, but also find responsible ways to make their own creative contribution.  

We’ll always protect our brand and appreciate attribution where it's appropriate. But at the end of the day, we want to be the people who help inspire the next Hall of Fame inductee, not stand in their way. 

If you’re considering a Common Craft video, please contact us. 

From time-to-time, we like to highlight the work of Explainer Network members like 1/29 Explainers. Nick Seuser down in the Bay Area runs the show at 1/29 has serious video and animation chops. Plus, they've successfully added explanation to the mix, creating some of the most creative and high-quality explanatory videos we've seen. Below you'll see a handful of videos by 1/29 with a few notes from Nick...

Over the past few months, 1/29 Explainers has been producing a wide variety of animation styles - Stop-motion, illustrative, and 3D animation - with a diverse set of clients.  Take a look:

The Go Game App - The Go Game App is the first location-based game app to fully integrate video into the core of gameplay. It’s about real-world fun with your real live friends. The Go Game’s missions result in the kind of hilarious pictures and videos with friends that anyone would want to share through Facebook Connect.

Note from Lee:  I *love* the stop motion animation and choice of figures and costumes in this video. It has a fun and accessible feel that's genuinely entertaining. 

Healthtree "Spotlight on Diabetes" - The goal was to create a PSA about diabetes that would compel people to take action.

Extreme Networks "Ridgeline" - The challenge was to define EN’s new offering – Ridgeline Service Advisor.  Make it relevant and accessible on Extreme Network's website as well as play independently as a continuous loop at trade shows like the 2010 Ethernet Expo and Telco TV 2010.

Note from Lee: I think this video really shows off 1/29's animation and explanation skills.  The video is beautifully done, but more than that, I watched it once and had a good understanding of what the problem the product solves.  My favorite part is when the canyon crumbles. :)

If you're looking for a custom video for your product or service, contact the folks at 1/29 Explainers or check out other members of our Explainer Network.