What filmmakers can teach marketers about storytelling in experiential
Experiential activations should offer spectacle but, says Ijaz Ibrahim, Creative Lead at The Hanging House, spectacle is only half the battle because without meaning it won't be remembered.
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Experiential marketing has become one of the most powerful ways for brands to connect with audiences.
Budgets are shifting toward live activations, immersive spaces and interactive installations, and innovation is pushing the limits of creativity to levels we’ve not seen before. But the problem in the race to outdo each other with bigger screens, brighter lights and flashier tech, is that many experiences lose sight of what really matters: the story.
Looking good is only half the job.
Looking good is only half the job. A spectacular installation might win attention for a moment, but without meaning it won’t be remembered. Too often, marketers chase spectacle over substance, forgetting that experiences are supposed to move people, not just impress them.
Above: The Lion King's iconic sunrise makes you feel a part of something bigger.
A filmmaker’s lens
Before I moved into brand experience, I trained as a filmmaker. In cinema, we’re taught to understand that the story is the heartbeat of everything you do. Sets, lighting, sound, editing... every single detail exists to serve the narrative. And, crucially, the audience is never just watching; they’re emotionally invested, carried through a beginning, middle and end, and placed in the shoes of the protagonist.
That moment of anticipation sets the tone for everything to come.
That same mindset is what experiential needs today. If you treat your audience as the main character and design an experience with a clear narrative arc, you give people something far more powerful than a good Instagram backdrop: you give them a story to feel part of.
Build momentum with a three-act structure
Great films follow a clear rhythm: an opening that sets the stage, a middle that builds tension, and a resolution that delivers a payoff. Experiences work in the same way. Think of The Lion King’s iconic sunrise: before the story even begins, you feel part of something bigger. The real-world brand equivalent is walking into Disneyland and glimpsing the castle in the distance. That moment of anticipation sets the tone for everything to come.
Above: The TeamLabs Tokyo experience had a real, emotional payoff.
A fundamental to follow is prioritising emotion over aesthetics. A scene’s power doesn’t lie in how it looks, but in how it makes you feel. In Bridge to Terabithia, Jess closes his eyes and suddenly the ordinary forest transforms into a magical world, a moment of wonder that lingers. I felt that same transformation at the mind-blowing TeamLabs experiences in Tokyo (check them out if you get a chance to visit).
Inserting a level of mystery can transform something good into something memorable.
At first the space seemed flat, but slowly light crept in, colours danced, and the room came alive. The emotional build-up was the real payoff. Brands must remember that lights, colour palettes and physical dimensions aren’t just for photos, they’re for feelings.
Finally, inserting a level of mystery can transform something good into something memorable. Sometimes the most powerful scene is the one you don’t fully see. In Pulp Fiction, the glowing suitcase is unforgettable precisely because its contents remain hidden. At Dubai Expo 2020, what struck me most about the Saudi Pavilion wasn’t the installation itself, but the faces of visitors bathed in gold light, staring in awe at something just out of sight. Their reaction was the story.
Above: Experiences should be like Ben-Hur, when multiple stories converge to become one overarching narrative.
Cinema also shows us the value of layered narratives. In Ben-Hur, two stories unfold in parallel until they intersect, allowing diverse audiences to connect in different ways. Brands can do the same by designing experiences with multiple threads so people can find their own meaning without diluting the whole piece.
Think like a filmmaker, not a set designer
The best films and experiences are remembered not for their scale but for their emotional impact. That’s the lesson marketers need to embrace. Don’t start with the tech or the spectacle, start with the story you want people to believe, and build every detail in service of that narrative.
If you want to create something unforgettable, treat your audience as the protagonist.
A set can look incredible, but without a story it’s just decoration. If you want to create something unforgettable, treat your audience as the protagonist, guide them through a journey of highs and lows, and land a final payoff that makes them feel.
Because the truth is simple: people may forget what they saw, but they’ll never forget how your brand made them feel.
