George Ortiz’s Exceptional Skills for his Craft Lead Him to IWFV
Anyone with a smartphone can publish a video on the internet. Some strikingly bad videos have found a huge audience. How could this be? My craft has been honed from decades of experience. My writing and interviewing skills have benefited from making my mistakes when I was a junior reporter and never repeating them. My cinematographer, John’s, arsenal of technology has been carefully selected, updated and lovingly worked upon like the keys of a Steinway, yet some guy with a phone and a gimmick goes “viral.” The merchant/ lawyer/ manufacturer making a selfie video might entertain, might get an audience. But is he taken seriously? Has he given his audience something they can use outside of a chuckle or a shock?
We all yearn for a good story. We want to understand the characters, experience their feelings, walk in their shoes–if just for a moment. Sharing an authentic story with your audience builds their support, and inspires action and long-term belief in you and your brand. Want to keep an audience? Tell them a great story.
Storytelling is, once again, king. George Ortiz of American Barber Academy has a great story and he wanted us to help him tell it.
George is an up-from-his-bootstraps kind of guy who found his calling in barbering and teaching others the craft. He’s an artist. He’s a mentor. His story is more than just words; it is a visual testimony to an industry that is finding a whole new sphere of participants. He knew he needed fellow artists to tell his story. This first video gave his audience a glimpse of the many success stories to come. Additional episodes are perfect little social media nuggets that he can release over time to share his artists’ experiences. Watch Taylor Stubler, Owner, No. 7 Barber Parlor, tell his story.
Why did George not try the selfie-method? Because he values his brand. There is a swagger and confidence to his protégés testimonies. There is a cool vibe in their shops and a sense of pride in their work. It is not a selfie’ kind of piece. His work is his art. As an artist he knows that lighting, staging and sound are critical. Above all, George wants his brand to be taken seriously. He’s got so much invested in his vision, he wants it to remain honest and pure.
We salute George for understanding that his message was too important to leave to chance.
“Great stories happen to those who can tell them.” –Ira Glas