CLIP: He Made DOAC's Trailers, Here's What He Learned About Going Viral

0:00Olly Fawcett:You guys internally, how do you guys deal with that? Or was the unity so strong that you, it would just kind of bounce straight off? A great question. How this is so interesting because you're never taught this stuff. Are you like, we definitely weren't media trained with definitely not PR trained. And I mean, I remember there was one time when I received a death threat and it's like, how the hell when you were, when you're at the show? well i was at the show yeah uh like um and i think jack received one as well we were receiving threats and um is that due to like political guests and that kind of thing ironically due to health guests oh really yeah it's um because health and fitness is is so it's so sparse yeah and there is no one one size fits all and you know and i think there's some really interesting things like there's great content there as well 100 and so um yeah when when i when i received that for example that takes you back because you don't know how serious it is you don't know whether it's just a very angry keyboard warrior you don't know how if they're where they live what they're doing um it was in my it was in my request so obviously they didn't see that i'd seen it and so you you know you just like you were poor and you're ignoring things like that and um so it it's crazy and and you sort of and you know why you got it is because they feel like they can go for you right because they obviously they like they they're more likely to get through yeah to me for example and no one's running your pages like is yeah and it's like i mean at the time i think i probably had like 600 followers or a thousand followers or something like that so when when you get things like that when you know you when you see the the negative side of it you you do have to go through a constant i guess debate internal debate of this dilemma in your mind of um what people are saying whether it's right or wrong what what their point is what's going on and for me what really helped me was always to go back to the first principle of the idea of DOAC in especially in my mind yeah was for people to have conversations of all kinds whether they were comfortable or uncomfortable yeah and allow people if they wanted to listen to those conversations to listen to it and in the hope that the reason why they're listening to it is either because they're curious or it could be affecting them and if they can learn something from it that can positively impact their life that's amazing even if it's just that one person you know and i thought you guys did that pretty well you know i hope so i mean there's like there's been a few examples where i like to counteract the death threat scenario i i still remember a linkedin message i got from someone who was battling cancer and he messaged me personally it was like i don't really i can't always watch all of the dark episodes but i always try and make sure that i watch the trailers because for 90 seconds of my day i just enjoy watching them and it makes me forget about the cancer and that like i mean it made me cry but it was um to to like have that impact on someone going through such a horrific experience i can't even imagine like again it goes back to the whole i guess like the um going through the mental health stage of like when you look at what other people are going through this guy's going through fucking cancer man it's like it's i can't even imagine and the fact that he took the time to message me to say that i have played a little role in yeah like helping him yeah um how can that not like balance it out of like okay maybe what i am doing is worthwhile has got like um is making a strong impact you know it's um so when you think about those two moments together yeah there's so much in the middle which is people who whose lives have gone better through dark and other people who might take one lesson away you know i've taken so much from the like i have to like me and my editors like me and live have to read every single episode before we make the trailers so some of these episodes are 120 130 40 pages long and we have to read all of them because we need to understand the core of that episode to make sure the trailer we make perfectly represents that episode the amount of information that i've taken from over 450 episodes is incredible you know that i've implemented like the idea of my rich life you know always taking the stairs you all of these tiny investing i didn't know all about investing until the diocese you know um what's it to an event of a nuclear war which country to run to you know it's um it's given a lot to you and stony people exactly and so when i sort of you do have to go through this moral dilemma i do think you you run the risk especially when you become big and we've seen examples of that with creators in the past who haven't had that internal discussion of am i doing what's best for the audience and for the guests and for the show um and they do things potentially just for the clicks or they do things just for the response and then they get found out and it happens so much yeah and it's super hard right super super easiest mistake to make at that level yeah and it's hard to come back from that mistake yeah yeah and so one thing that i'm so proud of during my whole time there because my goal as as the director of trailers is to entice people to what i'm creating a marketing asset here you know i have to leave things unanswered i need to leave with cliffhangers i need to hook you in yeah i need to make you feel uncomfortable in order to offer you hope you know if if you go and watch a trailer and by the end of it you don't feel anything you're not going to watch this episode you know i need to make you feel uncomfortable I need to make you feel like the stakes are high for you to care enough to then by the end of the trailer when they be like, but there is a way around this to go like, okay, let me find this out.

6:50That's my job.

6:51Olly Fawcett:You can tell your trailer talent is like bedded into you as well. Because like the way you're like, the way we've been speaking for like an hour and a half now, the way you talk and the way that you put passion and emphasis on words, like you can see that now the way you think about your creativity has now become who you are. Does that make sense what I'm saying? Yeah, yeah. Like it's like, yeah, but it's also just like thinking about your, you know, your past, wanting to be an actor, wanting to build these things up. It's kind of interesting in a way how like you've probably become even stronger at being able to tell stories in real life through this work you've been doing, which is all social and digital and podcasting and digital formats, all that kind of stuff.

7:31Yeah, 100%. And you know, this whole thing has just taught me just how important storytelling is. you know story i say story is king but i truly mean it and you know it's it's something that i think loads of people struggle with but it's something that i think so many people have inside of them yeah everyone knows how to tell a story because we've been told stories our entire life we've so many different mediums you know when you're a child and you've read a bedtime story that's what's going into your brain at that age you know when you're listening to all like audiobooks when i was i used to listen to harry potter on on the cassettes when i would go to sleep so in my brain oh i'm i'm dreaming harry potter you know i'm learning how to tell them stories and then you then think about stories in the outside world you know when you when you think of war of the worlds for example which i think was like in the 1838 or something there was like hg wells done a radio play of well uh war of the worlds and people believed that story so much that they thought it was actually happening that aliens had landed in in the united states and was destroying everything the reality of it was and this is what this is again shows the power of storytelling is so you had that group of people thinking this was actually happening because the story was so real even as far-fetched as it sounds they believed it to be real that was the power of that story but then what makes the power of story even more fucking powerful is the fact that it wasn't as bad as we all thought it was yeah the newspapers who were scared of the rise of radio at the time then made their own story of how bad the radio stations made people panic that they then turned it into mass hysteria against radios so they conducted their own story for their own agenda against the radios who then had their own story to do so it's like the power of story going through all of these today isn't it's like you know when you think about when you think about frankenstein so millions of people know frankenstein right there's another of film that's about to come out about it there's a dark rider epic universe with frankenstein in it they have you know he's he's a character that's so well known and it started um through an author called mary shelley who i think the story was they were sort of um they they were in a hotel and like there was extreme weather so they couldn't leave and so they were given the task of an hour to write a story and i think i think the way it goes is maybe one person wrote frankenstein and another person wrote what was then going to become dracula so two of the greatest horror videos of our generation of our generation of all time and the way that the story of frankenstein has just evolved and outlasted decades and decades and decades going through scaring children at campfires to them being a book to them being like a tv show to them being a film to them being a ride to them being a character you can be that's all started with a story yeah so when i say how powerful a story is it has the power to change everything it has the power to to choose what mood you're going to be in it changes how you're going to buy something it changes how you're going to perceive someone how you're going to perceive a client how you're going to perceive a service how you're going to perceive the government how how you're going to go through life depends on

11:17Olly Fawcett:the story that you choose to believe or the story that you tell yourself yeah and so that's why i'm so passionate about it and why i also think everyone can tell a story it's in them because it's around us you know we've been absorbing this all i do now is i sort of delicately push it out of people and try and help them find ways to understand that story and then also how to implement certain psychological tricks to elevate that story to to suit their need yeah