He created the template for the now famous GOOD Magazine videos we have all come to know as the industry standard for infotainment in short web video.

Max recently attended Sundance to support a short film, “Let’s Harvest the Organs of Death Row Inmates” that he and Chris Weller directed.

Max is a friend of Urgensia and creative consigliere to Urgent Content.

“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/