CD Method / Triggers / Sensory Translators / The Kinetic Freeze
The Kinetic Freeze — Sensory Translators trigger illustration
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SENSORY TRANSLATORS

THE KINETIC FREEZE

MECHANISM

Show arrested motion that makes muscles activate in empathy—the viewer's body 'completes' the movement.

? THE QUESTION

"What frozen moment of motion embodies our benefit?"

▶ PROCESS

Work through these questions to generate ideas:

  1. What action represents our benefit mid-execution?
  2. What split-second would we freeze?
  3. What implied motion creates tension?
  4. What movement are they about to make that we stop?

★ EXAMPLES

Ideas in this space might look like:

  • Nike runner frozen mid-stride—viewers' leg muscles twitch in empathy
  • Diver suspended inches above water—viewers brace for the splash
  • Baseball bat at the moment of contact—viewers feel the swing complete
  • Coffee being poured, frozen mid-stream, the cup not yet full

⚡ HOW IT WORKS

Your Product
YOUR PRODUCT
+
THE QUESTION
"What frozen moment of motion embodies our benefit?"
=
Breakthrough Idea
BREAKTHROUGH IDEA

REAL WORLD EXAMPLES

2

"What frozen moment of motion embodies our benefit?"

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