In the marketing world, visual storytelling plays an important role. By sharing stories accompanied by stunning imagery, brands are able to connect with audiences emotionally and personally.
As a result, it can build long-term brand recognition.
Continue reading to learn how you can incorporate visual storytelling into your marketing campaigns. Here are some examples we've chosen to help inspire you.
What is visual storytelling?
In visual storytelling, visual elements are used to enhance or tell a story. Video, photos, graphics, or any other media that generates visual interest can be used. Airbnb is one of our favorite examples of visual storytelling. In a video posted to their YouTube channel, the company tells the story of how it helped a displaced family get a fresh start through temporary housing.
Throughout the YouTube video, interviews with the family are interspersed with b-roll footage of their daily lives, former home, and the natural disaster that forever changed their lives.
With rich imagery and thoughtful edits, the story tugs at the heartstrings. As a result, Airbnb is being marketed as more than just an alternative to hotels; it is also an option for people who require temporary housing.
Why is visual storytelling important?
By telling your brand's story visually, you can build relationships with your audience that result in loyal consumers who are invested in your brand, products, and services. Returning to Airbnb, let's take a closer look.
A consumer may be moved by this heartwarming story of how Airbnb helped a family in need and decide to book their next vacation stay with Airbnb not just for its services but also to support other families in need.
In addition to building brand recognition, visual storytelling can also enhance the longevity of the brand. Dawn Dish Soap's "The Big Picture" docuseries is our favorite example of lifelong brand recognition.
Elements of Visual Storytelling
So what elements do you need to flawlessly execute visual storytelling in your campaign? Well, let's start with the obvious —the visuals and story.
Visuals
Whether you use graphics, photos, or videos to tell your story, compelling imagery is essential. It's hard to find a better example of gorgeous visuals than what the Sydney Opera House has to offer.
For the first time in years, the world-famous opera house was empty during the COVID-19 pandemic.
It was during this time that the opera house underwent repairs and updates, and a local photographer, Daniel Boud, was invited in.
In these beautiful photographs, Boud captured an unusually empty Sydney Opera House, a sight most people will never see again.
There was a sense of nostalgia in the photos for the many performances that took place there over the decades.
As venues closed their doors (some permanently) during the start of the pandemic, they also told a story of unease and melancholy.
The construction workers updating the opera house also reflected a glimmer of hope for the future, preparing the venue for future performances despite not knowing when they would take place.
Story
Before you can even create your visuals, you must think about the story you want to tell.
During his time at the Sydney Opera House, Boud wanted to tell the story of how one of the world's most lively and loud places was left silent and empty, yet still showed hope for its future and that of performance art.
What story do you want to tell your audience? How did your brand come to be or how has your organization made a difference in the local community?
It might be that you've experienced some bad press and want to show how you've turned things around and enhanced your products or services, like Domino's Pizza.
Back then, the company was often the target of jokes about the quality of its pizzas.
Domino's uses interviews, b-roll, and genuine consumer reactions in the video below to show that it is using a new recipe and that consumers can now enjoy their newly improved pizza.
Emotions
You must make your audience feel something in your visual story that generates an emotional response. Viewers were uneasy when they saw empty photos of the Sydney Opera House.
Is it possible that such a powerhouse could become so desolate? Is it possible that things could change so suddenly?
Aside from conveying isolation from artists, the performing arts community, and the rest of the world, the photos also conveyed loneliness.
Viewers were able to relate to these feelings because they were similar to those people felt worldwide as the pandemic forced many to stay indoors and avoid social gatherings.
Identify an issue your audience faces and tell a story that illustrates their feelings and shows that you understand them.
Authenticity
It is essential that whatever story you are trying to tell comes from a genuine place. Is there a real problem that your audience often faces? Is there a way to visually show that your brand offers a real solution?
How did your brand come to be? Are you able to get testimonials from customers who have used your product or service and can describe how it helped them?
The Sydney Opera House did shut down temporarily during the pandemic, and the pictures taken during that time were not staged. For lack of better words, keep it real when it comes to visual storytelling.
Purpose
Last but not least, what do you want your audience to do after discovering your story? The Sydney Opera House included a link at the end of its articles featuring Boud's photography asking viewers to donate.
The photos were taken to show viewers that the opera house's doors are closed, but will reopen with a new look afterwards; in the meantime, donate to keep the iconic beacon of performance arts alive!
Having received feedback from its target audience and made positive changes to its recipe, Domino's Pizza is ready for a second chance.
How does your story serve a purpose?
How to Use Visual Storytelling for Marketing
Using the examples below to implement visual storytelling into your marketing strategy will give you insight into how to use the concept:
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Communicate your mission and vision to your audience
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Think about the positive changes coming to your brand
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Provide alternative uses for your products and services
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Let your target audience know where your brand stands on important issues
The following examples of old and new visual storytelling will inspire you. Let's get started!
Visual Storytelling Examples
1. Dawn Dish Soap - “The Big Picture”
Despite its age, this campaign remains a core part of Dawn's branding today.
Dawn released a nine-part documentary in 2013 called "The Big Picture," which followed rescuers and volunteers using Dawn to clean and care for wildlife.
Oil spills were the cause of the first episode of the show, which showcased rescuers cleaning ducks with Dawn.
Almost all Dawn products and advertisements feature ducklings dubbed "the Dawn Ducks" ten years later.
There are interviews with real rescuers interspersed with b-roll of oil birds being cleaned with soap in the docuseries.
The documentary also cleverly showed how the soap cuts through oil while being gentle on the skin.
2. Dove - The Code | Dove Self-Esteem Project
The Dove Self-Esteem Project released a short film called "The Code" in 2024. An AI is asked to generate images of what a beautiful, confident woman looks like for a young woman of color.
AI-generated images of white, blond-haired women who fit very narrow, unrealistic beauty standards are then shown to the young woman. Later, she adds "according to Dove Real Beauty Ad." to the same query.
Afterwards, she is shown images of confident and beautiful women that are more diverse and realistic.
With just one minute to convey Dove's point, the film captures the audience's attention without being overbearing.
The ad's purpose is to demonstrate that Dove won't use AI to create or discord women's images, so Dove included AI statistics at the beginning.
As a creative and heartwarming way to establish trust and transparency between the audience and the company, this film was a great success.
3. Airbnb
Since I already discussed why Airbnb's YouTube video about Ula and her family is a great example of visual storytelling, I won't repeat myself here.
Rather, I encourage you to consider the ways in which your brand or organization has shown up for your community or those in need.
Make use of visual mediums such as film or photography to highlight the testimonials of the people or families who have benefited from your services.
4. Gemini
A Google ad showcasing the many uses of AI, Gemini, was released in conjunction with the 2024 Olympics. A father tells the story of how his daughter was inspired by Olympic sprinter Sydney McLaughlin-Levrone in the ad.
Throughout the ad, viewers are shown clips of Gemini generating his child's training routine.
As the ad ends, the narrator asks Gemini to help his daughter write a letter to Sydney saying she is an inspiration and plans to break her record one day.
Google found a way to connect a current, trending topic (the Olympics) to its product while showcasing Gemini's many uses.
5. Amazon - “Saving Sawyer”
In Amazon's "Saving Sawyer" advertisement, a dog enjoys spending time with his family during the COVID-19 pandemic.
As soon as the lockdown ends and the family returns to school and work, the dog becomes restless, lonely, and destructive.
During the ad, the family is shopping on Amazon for a dog kennel while the dog (and the audience) watch nervously.
Fortunately, the kennel wasn't for the dog but for a new puppy joining the family and keeping the lonely dog company.
Amazon does an excellent job of connecting its service to a relatable scenario. Nearly one in five households nationwide adopted a new dog during the pandemic.
As people began returning to school and work, many Americans struggled to adapt their animals to being home alone.
With its visual storytelling, Amazon showed audiences how Amazon carries several products that can be useful for pit bulls, including an electronic treat distributor and a kennel for bringing a new pet home to keep your original pet company.
The ad also played on emotion by making the audience worry about Sawyer's fate (I assume he is named Sawyer).
6. Purina Service Dog Salute
There is nothing more moving than Purina's moving documentary about service dogs and veterans.
Throughout the documentary, veterans describe their time in the military and their struggles to transition into civilian life.
The documentary illustrates how service dogs can make a significant difference in the lives of people with disabilities. Viewers can see quick shots of dogs eating Purina dog food while the stories are being told, giving them the energy and nutrition they need to help their owners.
Throughout the documentary, real veterans are interviewed, and Purina bags are incorporated seamlessly.
In addition, as the daughter of two veterans, I felt emotionally connected to the video's subjects.
7. Gibson - “The Process”
A key goal for Gibson Inc. is to provide its customers with high-quality, expertly crafted guitars.
As a way to show viewers how Gibson guitars are made, the guitar company launched a digital series called "The Process."
The exclusive look into the art of guitar making is fascinating to me. Even the most talented players aren't always given the chance to peek behind the curtain.
Explore ways to take viewers behind the scenes of the creation of your product.
8. Nike - What Are You Working On?
Each episode of Nike's web series “What Are You Working On?” features an athlete sharing their unique journey. A narrator describes the episodes, which depict the subjects playing their sport, training, and achieving their goals.
As each athlete trains, Nike shoes and gear are seen on them, showing the audience that Nike is also a part of their journey and designed with athletes in mind.
9. Subaru - Subaru Loves Learning
Most of the examples I've shown you involve large, expensive productions, highly stylized footage, and editing on par with film.
You don't need all that to tell an impactful visual story; Subaru's short-form video for Subaru Loves Learning proves that.
Teachers thank Subaru for adopting their classrooms and providing their students with the necessities in the video.
Subaru's raw voice messages are accompanied by photos of the classrooms it adopted and the supplies they received.
Creating a video like Subaru's is simple and quick to make. You only need audio, photos, and basic editing skills (or an intuitive app to edit the video for you).
10. McDonald's Anime Commercial
A McDonald's anime ad that aired in Japan several years ago really caught our attention. This animated ad shows a young woman who gets a job at her local McDonald's and is mentored by her manager.
Through experience, the woman develops important skills that allow her to mentor the next generation of employees and move on to higher-paying jobs.
As an alternative to pursuing other careers, McDonald's encourages people to apply for jobs at their local restaurant.
Using gorgeous animation, the ad portrays McDonald's as more than just a fast food restaurant, but a place young people can learn and grow.
Take a moment to consider what your brand can offer its community that goes beyond products and services.
There are many ways in which visual storytelling can be used to engage people with your brand. A vision, story, and purpose are all you need to get started.