Branded content has become a big story. I’ve been working for awhile now with many different companies exploring film and new media partnerships, and increasingly, I’ve been working with some of them on documentary films. Most notably, I recently helped Patagonia with the distribution and marketing of DamNation. It was a team effort, and I learned a lot, perhaps as much as I offered in advice. Now I get the chance to share that knowledge in a three day workshop at UnionDocs, and I’ll be joined by several other experts in the space. There’s an early bird discount until this Friday (Feb 27, 2015) as well.
I’ve given a shorter version of this talk at IDFA, Sundance and IFP Week, but this is the first chance I have to spend a few days with filmmakers giving in-depth advice. We’ll cover a bit of everything: what is branded content? How does it work? Are you selling out? How do you keep creative control? What are the pros and cons? Can it help you have a bigger impact with your film? How do I break in to this work? We’ll talk about this and more.
From the UnionDocs website: This seminar is a theoretical and practical intensive course designed for documentary filmmakers looking to develop their skill sets in the emerging field of branded content. Branded videos are on the rise, as clients are looking to engage with their customers through creative collaborations. Filmmakers can learn how to build a sustainable practice for financing their own works.
Designed by UnionDocs in partnership with Mathilde Walker-Billaud, the seminar will explore new business models for documentarians. It will offer technical tools and strategies for working with clients while developing and maintaining a creative voice. The course is designed for graduate students and professionals in documentary and media arts (the audience is limited to 14 students).
This seminar will bring together five guest instructors who are thinkers and practitioners from different disciplines: producers, marketers and strategists, entrepreneurs, documentarists and filmmakers. The goal is to expose a small group to a broad range of creative approaches to branded documentary, including audience engagement, online and cultural marketing, fundraising strategies, digital innovation and production/distribution.
Here’s the breakdown of each day, and guest instructor bios are on the website – and seriously, these are some awesome people. I can’t wait to learn from them as well:
Each day will explore one topic with one or two guest instructors:
Friday – The filmmaker as an entrepreneur
The first day of the seminar looks in-depth at the ways we produce and distribute films. How innovative is the branded documentary model?
Instructors:
AM: Brian Newman
PM: Marc Schiller
Saturday – New strategies for brands
The second day of the intensive focuses on content and cultural marketing. How do the brands implement successful marketing campaign and generate audience engagement with the help of artists and filmmakers?
Instructors:
AM: Adam Katz
Sunday – The final cut
The third day explores the creative execution of branded content. What is the impact of brands on the process?
Instructors:
AM: Harrison Winter
PM: Trish Dalton