Spike Jonze’ new short I’m Here premiered yesterday at Sundance, which is interesting not because it is a quirky love story starring two robots, but because it was produced for Absolut Vodka.
“This isn’t the first time people have created branded content, but it’s never really been accepted on its own merits. That’s the grey area we’re trying to explore,” says executive producer Mark Figliulio, who is also chief creative officer at TBWA/Chiat/Day. Apparently the agency gave Jonze a theme (creativity triumphs over conformity), a generous budget, and free reign (not including script and shooting approvals).
It’s an interesting strategy– divert the budget from a media buy back into producing high quality, long form entertainment (dare we say art?)– and hope the film stands on its “own merit” such that audiences seek it out at festivals and online. The light at the end of the tunnel could be a harmonious universe where filmmakers can make art and pay their rent while audiences are spared the annoyance of traditional TV spots (a dead medium) and viral videos (soooo 2009).
Will it work? Post a comment if you’ve caught any interesting buzz about the film.
Jonze / Absolut “branded” short premieres at Sundance
Spike Jonze’ new short I’m Here premiered yesterday at Sundance, which is interesting not because it is a quirky love story starring two robots, but because it was produced for Absolut Vodka.
“This isn’t the first time people have created branded content, but it’s never really been accepted on its own merits. That’s the grey area we’re trying to explore,” says executive producer Mark Figliulio, who is also chief creative officer at TBWA/Chiat/Day. Apparently the agency gave Jonze a theme (creativity triumphs over conformity), a generous budget, and free reign (not including script and shooting approvals).
It’s an interesting strategy– divert the budget from a media buy back into producing high quality, long form entertainment (dare we say art?)– and hope the film stands on its “own merit” such that audiences seek it out at festivals and online. The light at the end of the tunnel could be a harmonious universe where filmmakers can make art and pay their rent while audiences are spared the annoyance of traditional TV spots (a dead medium) and viral videos (soooo 2009).
Will it work? Post a comment if you’ve caught any interesting buzz about the film.
– story in FastCompany
http://www.imheremovie.com/