Can brands truly engage and entertain us in the same way as the best film and television? If anyone might know, it would be Nicole Holofcener.
The celebrated filmmaker is best known for creating compelling characters and stories that are very real, often messy, but always relatable. From Lovely & Amazing to Friends with Money to Enough Said (perhaps her most well-known movie), so many of her films revolve around relationships. Her latest release, You Hurt My Feelings, is about the little white lies we tell our loved ones – which can often lead to mixed results.
A recurring theme across all of her work is finding comedy in awkward, vulnerable, or low-key tragic moments. There’s a universality, for example, to the feeling that your partner might secretly think your upcoming book is somewhat terrible - but is too polite to say it to your face. Nicole’s ability to find those human moments and build stories on top of them is something she applies in the commercial world, too, with entertaining ads for the likes of Yoplait and General Electric.
To find out more about how to connect with people through storytelling in an attention economy, LBB’s Adam Bennett spoke with Nicole…
Nicole> I can't say that it changes the way I live my life - but yes, I'm constantly saying to myself that certain things would make great scenes. I watch my friends and family and strangers, and all sorts of funny or interesting things pop into my head.
Some things I can use, and some things I can't - at least not if I want to maintain friendships and good faith.
Nicole> Despite the fact that I can get movies made, it has become very difficult. But truthfully, it's always been difficult. Maybe a couple of my films were easier, where a studio says yes early on, finances it and distributes it. But that's not always the case.
Movies are heavily cast-dependent (as always) and because I often like to cast to my own taste and not to who's "hot," I often get smaller budgets.
Nicole> Yes, I've worked with some amazing people. Although I never worked with Martin Scorsese - he was my film teacher for just a semester at Columbia.
As for pearls of wisdom, I would say what most people say: One should follow their own voice. Write about what's important to you, not what you think will sell. Or maybe a combination of both. And don't let anyone tell you you can't do it. If I listened to those people (and there have really only been a couple in my past), I would be a very unhappy person.
Nicole> I don't do anything on purpose. I write about characters that I find to be complex and interesting and unique, and if some people find them unlikeable that's okay. I like to think that the people who appreciate my movies can see all sides of these characters. People are never one thing.
Nicole> Well, I am aware when I'm writing something that it should be interesting early on! Yes, people's patience is diminishing. But when I'm working, I don't think about that. I can't, if I want my work to come from a creative or imaginative place. Later, when people start reading it, I'm open to notes and inevitably rewrite a fair amount.
Regarding commercial work - it's a very different thing. If I have a minute to convey something, I better do it quickly and boldly.
Nicole> I absolutely believe ads can entertain people. Especially when they're funny, and reflect our world in a realistic or original way. Ads have made me cry and laugh. And buy stuff, I'm afraid to admit.