washing the pig
I have created nearly a dozen short films. Some of them turned out to be okay, while others were not as successful. Nevertheless, each creative endeavor served as a valuable project that taught me a lot about filmmaking and creativity in general. I gained insights into how to approach visual creativity both when collaborating with teams and working alone. In this article, I aim to guide you through the development phase of making a short film or video.
INTENTION
It all begins with intention. It's as simple as that, yet crucial to understand why you are creating your film or why a client has commissioned you to produce a video. Whether you're exploring a specific idea, addressing a sensitive topic, aiming for sales, or just seeking pure enjoyment—any purpose is valid.
You need to address questions pertaining to your intentions: What emotion do you want the film to evoke? Why are you creating this film in the first place? What story or message do you intend to convey to your audience?
Certainly, understanding your audience is essential if you plan to showcase your film to someone.
Consider my approach to creating "Gratitude," a short film from years ago. I began by following a gratitude journal, documenting things I felt thankful for in my diary. This process led me to contemplate the essence of gratitude, approaching it more visually than conceptually. In my perspective, I envisioned gratitude as feminine energy (you can interpret it in your own way), and that became my guiding concept. Ultimately, the idea crystallized—to depict gratitude through the eyes of a young woman in her life.
Film Gratitude was born out of Gratitude journal.
THE PIG
Creating visual content can come in various ways. You can get inspired by something or someone either book, film or your life experiences. It’s when you begin identifying yourself as creative it gets a bit more tricky as it can happen, on some periods, that you won’t get random bursts of inspiration that often.
In the book “Hey Whipple, Squeeze This” Luke Sullivan talks about a term called Washing The Pig. I believe this metaphor perfectly applies to any creative process as it has no middle, end or beginning and it can get more messy than it is.
Usually when you have your intention (brief), you have to think about how you are going to achieve your intention.
It’s that brainstorm phase where you don’t know anything. You’re just trying to catch that pig (your intention/idea/brief), but you just can’t, because the pig is getting away. Same as creatives working with ideas, in the beginning it’s hard to comprehend what is all about. But after a couple of sessions of brainstorming with yourself or your partner your inspiration comes around and your whole idea begins to take shape.
Creativity is like washing a pig…. (credit: https://heywhipple.com/why-creativity-is-exactly-and-i-mean-exactly-like-washing-a-pig/)
My idea about “Gratitude” began taking form after a couple of sessions with my cinematographer at the time. We began thinking about what could be an aesthetically looking film. After looking for some inspiration on Vimeo we found how I want to approach the film visually.
Suddenly, once I got all the pictures in my head it was a piece of cake to write a script for the film.
Would you call stealing or getting inspired?
DIRECTOR’S TREATMENT
Setting the tone it’s the sweet spot of development. Finally you know your story/film idea, now you want to give it a look. Most creative fields have moodboards. Films are no exception.
You want to set the tone right. Here are most important aspects of setting the tone:
Story
Colors
Camera work (angles, movements, lenses)
Props
Locations
Casting
Wardrobe
Post-Production
Music
Sound Design
Classical movie/tv-series treatment is a multi-page, detailed synopsis of your film or another visual storytelling project. Now we’re talking about visual film treatment. Or Director’s Treatment. Or simply a sales pitch.
It’s good to know who you are making Director’s treatment for: is it for the agency, your crew, producer or yourself. End result can vary depending on your end audience you’re making treatment to.
Brief example of Director’s Treatment Pages.
Nevertheless it’s a very important document, especially in filmmaking. Treatment significantly serves by bringing everyone on the same boat.
So you open your Keynote application, Google Slides or Powerpoint and start adding images. Additionally with your comments how would you approach the film idea.
There are plenty of free websites that can help you assemble your perfect treatment. One of the best to use is Pinterest or just plainly Google Images. Other websites worth checking out are:
Film Grab: https://film-grab.com/ Is great for quickly finding your movie and grabbing (as the name says) shots that match your idea.
Movie ScreenCaps: https://movie-screencaps.com/ Has a quite a library of movies where you can find every shot of the movie. Useful if you have a particular scene in mind you want to use in your moodboard.
Ads Of The World: https://www.adsoftheworld.com/ a big library of advertisement videos. If you dig in enough you can find some great gems you want to get inspired from
Other great applications are MidJourney (an AI image generator) and ShotDeck (a well formatted movie stills search engine).
Finding right visuals is very important while building your treatment.
DEVELOPMENT SUMMARIZED
The development stage for your project is the initial phase that propels you into pre-production. It's akin to catching the big fish, as David Lynch says—capturing the intention or fragments of what you aim to accomplish. It involves finding a partner and attempting to catch the pig and wash it. This phase doesn't allow for rushing; you can't push things as fast as you'd like. Battles with procrastination and resistance become part of the process, yet you must persist. It's a game of patience and dedication to your idea.
Visual Stories Are (not) Only Visuals…?
40 thousand years ago, Neanderthals painted stories on cave walls. We can refer to those narratives as visual storytelling, which served to inform humans about finding food and surviving in the harsh conditions of nature during that time.
Ten thousand years later, the epic poet Homer told verbal stories that were more established. Homer introduced elements of violence and sensuality into his narratives, depicting Hero Odysseus battling a one-eyed monster, the Cyclops, and encountering the magical goddess Circe.
In the 15th century, books began to play a significant role in human culture, marking the advent of written stories. However, a challenge arose as a limited number of people could read. Shakespeare bridged this gap by crafting stories that appealed to both intellectuals and those who couldn't read, using clever writing and incorporating vivid scenes that were accessible to everyone through drama and play.
Moving into the modern era, we now have television and the internet, where stories are conveyed through films, advertisements, and user-generated content.
So looking back to history, stories are the epitome of past human experience. Stories teach us in an entertaining way for what is to come or how to act in one situation and another. We can’t simply accept being preached of opinion or lessons, we want to hear them from stories. During storytelling our hearts open, and we want to connect, so the ideas, lessons and experience that stories bring flows freely into us.
VISUAL STORYTELLING CREATE FEELINGS
That’s what it's all about today. Visual storytelling is more appealing than ever. The faces we show, the image, the color, even the typefaces we use can tell a story. When you show characters laughing in vibrant colors, your chemicals go up, or when you see your characters sad in dark environments, your chemicals will go down. Good stories are when chemicals are going up and down. You can see that happening in good movies and in good commercials.
Pixar messes with our chemicals right from the beginning in UP
You don’t want to bluntly state your film theme or mission statement. You want people to feel what you want to say or sell. Big brands are great examples for this. If you look at Television Commercials of Coke, Apple or Mercedes you can definitely see that they sell feeling at first and product later. You want to feel and share happiness and be energized so you drink coke. You want to feel cool with smoothless designs and be living in simplicity. You choose Apple. You want to be just better and belong to a luxurious class you choose Mercedes and so on… It's like they're saying, "Hey, feel this awesome thing, and oh, by the way, here's our product that goes with it." It's a smart way to make a lasting impact.
Mercedes will make you truly feel far from being humble…
https://youtu.be/siO1ZpNYNN4?si=sFbZ4PvJUBjUTT0C
These feelings come from many small and bigger details that tell the whole story. Casting, locations, production design, colors, music creates the whole picture. Imagine if Neo in The Matrix was Sandra Bullock and not Keanu Reeves. Or Forrest Gump being played by John Travolta and not by Tom Hanks. Both Bullock and Travolta were considered for iconic star roles. Are those actors less talented? I doubt it, but how would they fit into the story? It’s nearly impossible to imagine now.
With the rise of AI, people are even creating memes and playing around with how stories could be told differently. There's this fun exploration of what Star Wars might look like if Wes Anderson, known for his distinct style, told the story. It's a cool way to see how changing those small details could totally alter the vibe of a story we know so well.
Star Wars Directed by Wes Anderson
https://youtu.be/d-8DT5Q8kzI?si=rEcgww8ZyrVJNsF-
Whether small or large, visual details contribute to the spectacle, while visuals paired with music evoke emotions. It is the directors' and producers' responsibility to blend these elements in a manner that generates the most impactful chemical reactions in our minds and hearts.
Directors and producers, as the primary visual storytellers of our time, have the ability to tell the same story in completely different ways. While the story itself may be great, the manner in which it is conveyed either enhances its greatness or, conversely, diminishes it.
There are two versions of Alfred Hitchcock's Psycho: the original made in 1960 and the remake produced in 1998. Some shots appear identical, but are they truly the same? Only the compositions, locations, and dialogues are recreated. However, the 1998 version lacks the suspenseful feeling present in the original. While it introduces color, one might question the necessity of this addition. Despite featuring more modern actors, shots, and music, it remains unclear whether these elements truly contribute to the film.
Both films are the same. Or are they?
The 1960 film stands as a masterpiece from the golden Hollywood era, while the 1998 version turned out to be a flop. It seems as though there was an opportunity to utilize ample resources and create something entirely different by merging elements from various horror movies, but this potential was not realized.
STORYTELLING
There was a guy, Aristotle was his name. He wrote a short book called “Poetics” in 335 BC. Aristotle was a student of another ancient Greek Philosopher Plato.
Aristotle states that human nature is drawn to imitation, that’s why we are so drawn to storytelling. Epic poetry, so storytelling, should feel real even if it’s fictional. Aristotle identifies six elements of tragedy, or as we could say - good storytelling.
Plot, Character, Thought, Diction, Song and Spectacle.
PLOT
Plot is a series of events that are all connected. It’s the most important element. It’s usually our classic three act structure: beginning, middle and the end. We’re not just selling ideas or products, we want to take our audience on a journey. Not necessarily it has to be told in chronological order, but it has to be told in a way that creates dramatic effect. Aristotle explains that beauty comes from right organization, as we see in nature, everything is organized in harmonic nature. Additionally, inherent in our DNA are story structures, as evidenced by the fact that all great stories follow a similar framework.
We have Rising Action (complication) and Falling Action (denouement). Aristotle points out three main Tragic Beats:
Peripeteia - Sudden change of fortune
Anagnorisis - When character makes a discovery that creates a change
Catharsis - The “break” for the audience. When the audience can take a breath from all the action.
All these concepts work together to create tragic storytelling. We can find that in Films and in some Advertisements that are based on Plot.
Nike’s great advertising mix all the beats together. This time our character is women in general who participate and succeed in football.
https://vimeo.com/731185961
Bad plotting is being episodic, where episodes or acts succeed one another but without connecting necessary sequences. Plots should be simple, they can be complex, but not at the expense of plot itself and character. All good plots have to have logical sequences.
Rise and Fall of Jordan Belfort. The Wolf Of Wall Street (2013)
CHARACTER
This is the second most important element after the plot. Characters relate to the actions that are followed in the plot. Characters represent moral values through their communication verbal or non verbal. So what elements character holds according to Aristotle? Aristotle argues that there can’t be any hero character as a woman. But as we can see that is not true, taking examples from many films.
Character has to be good, his purpose has to be good then the character becomes good. Doesn’t mean that the character is right all the time.
Character has to be true to life. That means characters' dialogues, actions and his being in the plot should feel natural and true.
Character has to be consistent: consistently inconsistent. That means the character is consistent in his goal, actions, but at the same time the character is unpredictable. Still, character has to be true to his given rules and probabilities in which he acts.
Ryan Gosling portrays character Driver with good intentions, but with not very “right” actions. Drive (2011)
THOUGHT
What purpose thought serves in films? It should make the audience think about the ideas that the film is trying to say. Whether it is a commercial or a movie, it has to speak up about the bigger picture for the audiences. Still, every character conveys thought. Characters speak up about their feelings: pity, sadness, fear, joy, anger etc.. Or characters make general, or very subjective statements that are true to their thought. That serves as a lesson for an audience.
Because every character has a worldview, their experiences and their ways of thinking. This gives us depth and accountability for what character has to offer.
From being broke to eating at the mansion. Parasite (2019)
Simply saying, thought can be translated into today’s term as THEMES. Basically ideas that are wider and bigger why the story is being told.
DICTION
Everything verbal in the story is diction. It is word choice, grammatical decisions and sentence structure.
Diction should be understandable, used by words that the audience gets. Of course it can be jargon, riddles, strange or rare words. Although the audience should get what the characters are saying, or what the world is trying to say.
Of course, words shouldn't be overused, or to say, become an addiction to a writer as it can damage the bigger picture.
Fight Club (1999)
SPECTACLE AND SONG
Spectacle and song are elements that heightens the emotional impact the story has.
Spectacle can serve in films and commercials as visual communication: what actors are, costume choice, production design, cinematography etc.
Song serves accompanying the story and spectacle at the same time. We can see various uses of music in films that really elevates the story and without that we couldn’t have films and commercials as they are.
Was it necessary to play a guitar solo when you’re late to your time machine? Answer is Yes. Back To The Future (1985)
Of course, Aristotle speaks up about overusing spectacle and song. As using too much of these elements without a story will hurt the whole storytelling experience. First elements are first, they are the most important: Plot, Character and Thought. If we lose those and only leave spectacle we have formless art that really has no bigger value than the spectacle itself…
Marvel’s approach became more about the spectacle rather than a grounded story…
In Conclusion
the journey of storytelling has traversed millennia, from Neanderthals' visual narratives on cave walls to the modern era of television and the internet. Stories, as the epitome of human experience, have evolved to not only inform but also deeply connect with audiences, teaching valuable lessons in an entertaining manner. And no matter is it your idea, brand or product.
Today, visual storytelling takes center stage, employing elements such as facial expressions, images, colors, and even typefaces to create a narrative that resonates on an emotional level. This shift is evident in the strategies of major brands like Coke, Apple, and Mercedes, who prioritize evoking feelings before showcasing their products.
The role of directors and producers as primary visual storytellers is pivotal, demonstrated by the transformative impact of their choices on storytelling. Analyzing examples like Alfred Hitchcock's "Psycho," it becomes apparent that even seemingly identical compositions can evoke vastly different emotions, emphasizing the delicate balance required in conveying a story.
Drawing from Aristotle's insights, the six elements of good storytelling—Plot, Character, Thought, Diction, Song, and Spectacle—underscore the importance of a well-constructed narrative. Through examples and explanations, the text emphasizes the need for logical plot sequences, well-developed characters, meaningful themes, clear diction, and judicious use of spectacle and song.
In essence, the art of storytelling remains a dynamic and essential aspect of human communication, evolving with time and technology. As we continue to explore new ways of storytelling, the core elements identified by Aristotle—Plot, Character, and Thought—remain fundamental, ensuring that the narrative experience transcends mere spectacle to leave a lasting impact on our hearts and minds.
Best selling color is… warm?
It all begins with an idea.
Color psychology is the fundamental exploration of how colors create their influence over human emotions, attitudes, and behaviors. This knowledge creates immense power for advertisers and filmmakers seeking to mold perceptions and guide consumer and viewer actions. In this article, I will delve into the art of leveraging color palette schemes to elevate your commercial videos and films, compelling your audience to select your product and ideas.
Selecting Your Color Palette
A color palette, the combination of hues that conjure a harmonious and visually captivating impact, forms the cornerstone of your creative journey. Diverse types of color schemes, including monochromatic, analogous, complementary, triadic, and tetradic, each come with their distinct merits and drawbacks, contingent upon the message and ambiance you wish to convey. Take, for instance, the monochromatic scheme, which employs various shades of a single color, capable of instilling feelings of unity, simplicity, or elegance. Nonetheless, it can verge on tedium or lifelessness if not wielded with finesse.
In the realm of storytelling, colors serve several vital functions:
-Creating powerful psychological responses
-Directing attention towards important details
-Establishing the overall mood of the narrative
-Portraying character attributes
-Illustrating narrative developments or characters
Color holds the potential to narrate stories in the medium of film in commercials, but how exactly does it achieve this? What do individual colors signify or imply? And how can they be harmoniously blended to convey multi-layered messages? Let's delve deeper into the psychology of color theory.
MONOCHROMATIC COLOR SCHEME
A monochromatic color scheme revolves around a single color tint, serving as the foundation for all the shades and hues present in the image. The variation in color intensity is achieved by altering the saturation and/or brightness of the primary color. In this scheme, white and black consistently bookend the spectrum, representing the extremes for the chosen monochromatic color, ensuring a balanced and cohesive visual harmony. What you first think is black and white movie. Or Matrix where virtual world is portrayed in monochromic green.
IKEA - “FEEL ALIVE”
In this IKEA advertisement “Feel Alive”, monochromatic colors are deliberately employed to evoke sensations of monotony and tedium. This artistic choice serves to underscore the sometimes robotic and uneventful nature of work life. However, a striking change unfolds as the character subsequently enters a home filled with IKEA's furniture, where the colors transform into a warm and inviting palette. This transformation serves to convey contrast between the cold outside world and warm and inviting IKEA home. That’s the idea being sold using monochromatic colors in this ad.
COMPLEMENTARY COLOR SCHEME
Complementary color schemes are when two colors from opposite sides of the color wheel are used in conjunction with one another to form the color palettes.
In the realm of visual contrast and dramatic impact, complementary colors stand in stark opposition to one another on the color wheel. A classic example is the pairing of orange and blue, often employed as complementary colors in the color palettes of numerous blockbuster films.
The goal of complementary color palettes is to create a visual ‘life’ in the frame. Dueling colors are often associated with internal or external conflict. No matter the color selection, complementary colors combine warm and cool colors to produce a high-contrast, vibrant tension in the film or advertisement.
Wovo: The Eggie Revolution
Analyzing the Wovo brand launch campaign's commercial video, it's immediately evident that complementary colors play a significant role. In this campaign two contrasting colors are red and green. The deliberate choice of set design, costumes, and color grading effectively represents the brand's colors, which, in this campaign stands in contrast. Contrast symbolizes the idea that the personalities of various individuals are brought together by the same product. That these personalities would be in conflict otherwise, but the product makes them the same and now they are united.
Mail Shrimp (Mail Chimp)
Another illustrative example comes from the Mail Chimp campaign, known as "Mail Shrimp." In this particular campaign's commercial video, the combination of blue and orange is employed once more. However, in this instance, it isn't meant to depict a conflict; rather, it is used to establish a marked contrast between the background, the environment, and the central character of the commercial. When the manager makes an appearance, it's clear that he is not presented in contrasting colors, as he isn't the primary focus of the narrative.
TRIADIC COLOR SCHEME
A triadic color scheme is when three colors that are evenly spaced around the complementary color wheel are used in conjunction.
In a triadic color scheme, one color is deliberately selected to be the dominant hue, while the other two are employed in a complementary manner. This choice results in a balanced and harmonious composition. Triadic color schemes are not as prevalent as some other color schemes because they have the potential to create a vibrant and playful visual effect, sometimes bordering on a slightly cartoonish appearance.
The reason behind this distinct appearance lies in the equal spacing of the three selected colors on the color wheel. These colors tend to be quite different from each other, and their simultaneous use can create a striking and attention-grabbing impact. This scheme often appears lively and energetic, making it a fantastic choice for content that seeks to convey a sense of fun, excitement, or creativity.
Triadic color schemes can be especially effective in commercials and advertisements aimed at engaging and entertaining viewers. They lend themselves well to promoting products or services associated with playfulness, youthfulness, and a lively spirit. For instance, commercials for children's toys, amusement parks, or vibrant fashion brands often make use of triadic color schemes to capture the audience's attention and convey a sense of joy and enthusiasm.
It's essential to apply triadic color schemes thoughtfully and purposefully to ensure that the visual impact aligns with the intended message and brand identity. When used in the right context, these schemes can elevate the visual appeal and create memorable and engaging content.
The Upside of Uh-Ohs!
https://youtu.be/ZeGAmBy3DzE?si=C_Lmhyd3I5s3PwAc
Maaco implements triadic colors in their commercial “Uh-Ohs”. To portray a positive outlook.
Uh-Ohs can take many different forms, like dents, scratches, and chipped paint on your car. They're like life's little annoyances. But there's no need to get upset. In fact, it's quite the opposite! Just remember, when you run into one of these annoyances, just say, "I better go to Maaco," and carry on with your day. And Triadic color use in this commercial completely gives that positivity to the whole commercial that there is nothing really to worry about.
McDonald’s - Bean Bag Boom
Another Triadic example is in a McDonald's commercial where fun and humor is portrayed in a colorful manner.
USING COLOR AS A TOOL FOR GRABBING ATTENTION:
Color psychology is a concept that suggests colors can influence aspects such as attention, memory, emotion, and motivation. For instance, yellow can draw attention and activate curiosity, but it can also lead to fatigue or anxiety if overused. Similarly, blue can evoke trust and serenity, but it can also give off a cold and distant feeling if not balanced with warmer colors. When using color psychology principles for your ad campaigns, some general guidelines to follow are to use warm colors (red, orange, yellow) to create excitement and urgency or to stimulate appetite and impulse buying. Cool colors (blue, green, purple) should be used to generate relaxation, trust, or professionalism and promote creativity and loyalty. Neutral colors (white, black, gray, brown) should be used to create balance or contrast and convey authority and stability. Bright colors will attract attention and make you stand out from the crowd while dark colors will create depth and mystery and give off an air of elegance and luxury.
VEUVE CLICQUOT
Yellow is strategically employed in this commercial to establish a meaningful link between the various elements and the product, which happens to be champagne. The commercial artistically incorporates different yellow elements in a visually appealing manner to bridge the gap between the characters and the product. The Veuve Clicquot commercial exudes a stylish presentation that harmonizes seamlessly with the thematic world it conveys - a world infused with the warmth and radiance of sunshine.
IPHONE 14
https://youtu.be/tRPqGf8nc4g?si=zFz5TD4npLCliwnk
In the iPhone 14 commercial, the color red is strategically employed to highlight the camera's functionality. This advertisement prioritizes functionality over aesthetics, focusing on action and dynamic elements. The central character, our hero, the boy, is prominently featured in the color red, making them easily identifiable in the midst of fast-paced action and competition. Despite the shakiness, movement and competitors challenging our hero, we can effortlessly track our hero's race, thanks to the clear and early establishment of his presence in color red.
ANALOGOUS COLORS
Analogous colors refer to a trio of colors situated side by side on the color wheel, forming a harmonious combination like violet, red-violet, and red. When these neighboring colors are grouped together, we refer to it as an analogous color scheme. The central color within this trio is sometimes termed the "mother color" because it serves as the foundation for the other two.
Analogous color schemes excel in producing visually pleasing and soothing arrangements. For instance, blue can seamlessly blend with both teal and green, creating a serene and comfortable design. These schemes typically exhibit excellent compatibility, often mirroring the serene and harmonious color combinations found abundantly in nature.
BOLT - Feels Like Home
https://youtu.be/thAzamfNzkk?si=J90qKE2J6suohZAq
In the Bolt commercial, a deliberate choice of analogous colors is made to serve a particular purpose. These colors are strategically employed to convey a powerful message about how Bolt connects individuals to the city and evokes a sense of being at home. The concept of "home" universally resonates as a place of harmony and tranquility, a sanctuary where one finds comfort and repose.
The selection of analogous colors in this commercial is more than mere aesthetics; it's a storytelling tool. The harmonious blend of these colors mirrors the idea of feeling at ease and secure in a bustling urban environment. It imbues viewers with a sense of serenity and engenders soft, positive emotions.
CONCLUSION
In conclusion, color psychology is a potent tool in the realm of advertising and filmmaking. It provides the means to shape human emotions, attitudes, and behaviors by harnessing the intrinsic power of colors. Throughout this article, we've explored the art of utilizing color psychology to enhance commercial videos and films, ultimately compelling the audience to embrace your product or message.
The foundation of this creative journey lies in the selection of a color palette. Various color schemes, such as monochromatic, analogous, complementary, and triadic, each offer distinct advantages and drawbacks, enabling you to communicate your desired message effectively. Whether you seek unity, simplicity, contrast, or vibrancy, color schemes can be thoughtfully chosen to align with your narrative and branding.
These color schemes serve pivotal functions in storytelling, invoking psychological responses, directing attention, establishing mood, portraying character attributes, and illustrating narrative developments. Colors are not just a visual element; they are an integral part of your storytelling arsenal.
Monochromatic color schemes, like the one seen in the IKEA advertisement "Feel Alive," can express the transformation from monotony to warmth and vitality. Complementary colors, as demonstrated in the Mail Chimp and Wovo brand campaigns, excel at creating contrast and emphasizing unity in the face of challenge. Triadic color schemes, such as the one used in the Maaco "Uh-Ohs" commercial, can infuse positivity and vibrancy into the narrative.
Furthermore, color psychology reveals that colors can influence attention, memory, emotion, and motivation. It highlights how different colors evoke various psychological responses and can be harnessed to create an impact. Whether it's using warm colors to incite excitement or cool colors to promote trust and relaxation, the choice of colors can significantly affect the effectiveness of your message.
In the end, colors are not just visual elements; they are powerful tools that can be strategically wielded to engage and influence your audience, making your message or product stand out in a crowded and competitive landscape. By understanding and applying the principles of color psychology, you can leave a lasting impression on your viewers and compel them to take action.