by Philipp Hieslmair

My SXSW highlights

• Apple creative keynote was dope
• Jay Shetty - I miss you when you’re next to me
• Black Keys talking about how they became the black keys
• Crazy brand activations in and around Austin
• Little Sleep & constantly running on low battery 😀

Day 1 - March 8th 2024

The Science & Craft of Storytelling: How to Make People Care

**Cheryl Miller Houser /** Creative Breed

→ Full audio of the talk: https://schedule.sxsw.com/2024/events/PP1143775

feel it all / emotional entry into a point you want to make

3 principles

1. Make it human:

• Get to the emotional center
  • The farmers dog commercial - Super Bowl ad
  • The spot created a bond between people in a time where you have seperation between them
  • We love putting people in a box > it’s not important if the storyteller has done this befor > question: is it possible to get

• Be authentic

  • ! I shook the world commercial apple
  • Emotional connection → brand love

  The Greatest | Apple