Photographer and cinematographer Max Esposito knows how to tell a story.
He doesn’t need scripts to clutter what he’s trying to say. Max tells stories with emotive imagery. His videos are mini-cinematic masterpieces. Every shot (moving or not) captures a moment, a feeling, a reaction. He captures the human element.
Fireworks, hot dogs and the 4th of July
Google Image Search Results for Fireworks
Here (on the left) are the Google image search results for the words “4th of July fireworks.”
Exactly what you expected, isn’t it? 1.4 million photographs of fireworks exploding in the night sky.
But the Fourth of July isn’t about the Fireworks. It’s about America. It’s about independence and the great melting pot we live in. It’s about celebrating what we are.
Unlike nearly every other photographer in the world, Max isn’t interested in the fireworks. He’s interested in capturing the real story.
Sometimes the story isn’t the story
- Flickr’s search results for “Boston Fireworks” – no fewer than 19,500 images
For almost 40 years, the Boston Pops have celebrated July 4th with hundreds of thousands of people on the banks of the Charles river. Their star-studded concert always ends with a spectacular fireworks display.
Photographers from all over the world arrive early to stake their claim on the best vantage point to snap pictures of the fireworks as they explode over the back bay skyline.
Not Max.
No, Max looks for the crowded spots. He looks at the people. He captures what they’re eating and what sports they’re playing. He watches others watch the sun go down. Max films the magnitude of the experience so we can taste the hot dogs, smell the sulfur in the air, feel the sweat on our skin, and the anticipation on the river bank.
Max’s Masterpiece
Watch Max’s masterpiece. Seriously, don’t skip this part. It’s four minutes of the most patriotic cinema I’ve ever experienced. There’s not one American flag, no apple pie, and not one shot of the Boston Pops. In fact, the fireworks don’t even start until three minutes in and there are only 11 (count ‘em) shots of fireworks in the whole video.
This film gives me goose bumps. There’s no voice over or natural sound — just people. People playing, smiling, laughing. People watching in awe as the fireworks explode overhead. People pondering America. There are people from all walks of life, different nationalities and cultures all coming together to steal a kiss and celebrate this day.
The fireworks aren’t the story. The people are.
What we can learn from Max
Sometimes, in fact most times, the best story isn’t the most obvious story. It’s not the loudest noise or the biggest splash. Those are the attention grabbers, but the story that dives a little deeper, past the superficial, is far more valuable and powerful. That story is unique.
Max’s stories are about people and his films evoke emotion. (If you still don’t believe me watch this one.) He connects with people.
Every brand, every marketer and every storyteller can learn something from Max Esposito.
Don’t follow the fireworks, follow the human sparks.
P.S. Check out Max’s “Two minute portraits.“
Drew,
I am, as you know, all for visual storytelling. Nice film, this. But I think it also says interesting things about the audience. Because for me, I’m not getting all Yankee Doodle Dandy. I understand why you would. But I’ve been to enough fireworks displays in enough places around the world to know that this EXACT film could have been shot anywhere. I’m not feeling your warm fuzzies. And that’s fine. Because this film (it is a lovely piece of work, by the way) is an American movie made to pull at American heartstrings. And on that level, as you point out, it does. So while the best story isn’t always the obvious one, you can only connect with your audience if you know exactly who they are.
Arjun,
You rock!!! You’re so absolutely right! I completely missed the opportunity to reinforce the fact that you have to know your audience if you’re going to tug on their heart strings.
Thanks so much for pointing this out!
Have a great weekend.
- Drew
uh, there was one american flag. just saying.
Great film. Really captures the essence of the celebration – the personality and the humanity. Getting to the heart of the message I guess is the key here, without overcrowding the content with ‘staged’ stuff. Thanks for posting