Branded Documentary: A Case Study, Concept to Cannes
Austin Convention Center, Room 16AB (500 E Cesar Chavez St)
Speaker: Lisa Pearson, Rebecca Dickson, Matthew Krehbiel, David Modigliani, Nikolas Traxler
About: Marketers and filmmakers take note: branded film content is on the rise. As consumers sidestep traditional advertising, brands must connect with them in new ways. Many have begun to purvey magnetic content of their own -- often by telling real stories about the lives they change. Some of their richest content and biggest successes are coming from their work with documentary filmmakers, who are finding a new sustainability of their own through this meaningful commissioned work. But how do these projects happen? How is branded content best leveraged? And does it actually deliver? A Fortune 100 company recently commissioned Flow Nonfiction to create a branded documentary film surrounding a partnership with a non-profit; the concrete results for the brand were stunning. This panel's case study illuminates the trend, with a 360 view from the stakeholders and collaborators who made it happen, and a discussion of best practices for all players in this cresting niche.