"Either you're part of the content or you're part of the disruption."In the eyes ofPer Cromwell, co-founder of Studio Total, storytellingmeans designing and crafting something that people will want to retell.Today, you cannot buy attention, you have to deserve it, and to be perceived as innovative, you also have to be innovative.With examples from various Studio Total campaigns, Per talks about the importance of standing out and getting everyone to look - not only your target audience.