No, brand isn’t a dirty word in many authentic artists minds, and to create branded content isn’t selling out. Well, maybe strictly speaking it can be, but it doesn’t mean that you have to sacrifice your dearly-held creativity on an altar of cold hard cash. If you have some skills and you know how to make short films, it’s perfectly possible to create branded content that genuinely reaches out and connects with your audience, and provides much-needed funds throughout your career.
Filming branded content with genuine creativity is possible
First things first, just because you’re filming branded content, that doesn’t mean that you can’t be creatively honest and even deserve artistic merit. Take Prada’s Castello Cavalcanti for example. This particular short film was written by none other than Wes Anderson and produced by Roman Coppola. It’s eight minutes long, but doesn’t contain a single reference to Prada, apart from the jacket worn by the main character. Other than that, the film is a typical Wes Anderson story about an Italian racing driver who crashes by coincidence in the hometown of his ancestors. It’s a story, not an advert.
And believe it or not, but 2017 marked the second year of the Brand Film Festival, which was held in New York on May the 4th. Its purpose is to showcase the very best of the year’s branded content films. They even hold open discussion groups on topics like: ‘Ways to Deliver Compelling Content within Your Branded Film’, and ‘Providing the Perfect Pitch for Your Branded Film’. These questions are at the heart of real concerns for professional and amateur filmmakers, so the Brand Film Festival isn’t a cynical marketing gimmick.
So, take it from us, you aren’t the only one out there wondering if branded content can be anything more than subtle advertising. But if you’re to believe the Brand Film Festival, it certainly can.
Using branded content eases money worries
Filmmaking is a difficult industry to break into. Not only is there not a clear career path to the ‘top’- whatever the ‘top’ of filmmaking is anyway- but amateur and student filmmakers are ten a penny. In such a crowded competitive atmosphere, there’s not much room to turn down a paid opportunity to further your creative career, and earn money doing it.
Making branded content, however, can be a great exercise in how to make short films on a low budget. It gives you the opportunity to do what you love. And if you approach it with an open mind, it’s even possible to put your heart and soul into it just like you would with your own content. But best of all, it beats working as a cameraman by far, and can be a fantastic addition to your CV. What’s not to love about that?