Branded! On Documentary Filmmakers and Branded Content

by Laure Parsons

Branded content is a hot topic in the doc world, and on the first day of DOC NYC, producers, agencies and brand reps gathered at the Branded Content panel to explore the intersection of corporate interests and the message of documentary.

Claudia Strauss, CEO of Grey Alliance explained, “Agencies are looking for contemporary but not controversial issues. We want a passionate audience and media that can ignite that passion.”

“The brand should have a soul,” added Deborah Freeman, Grey Alliance’s Planning Director. “Don’t hate all agencies, we’re not all evildoers.”

One way for filmmakers to connect with brands is through Launch PAD, a new initiative started by DOC NYC, filmmaker Morgan Spurlock and Grey New York. It aims to provide filmmakers with access to prospective brand partners whose expertise and financial support will help them build their audiences.

But there’s no one right approach to getting into the game. Dana Locatell, Executive Producer at Partner, Supply & Demand Integrated suggests “contacting the agencies and telling them about yourself and your films.” But Fiona Morrison, Director of Brand Management and Advertising at Jet Blue, said, “I get a lot of direct calls and I like them.  Sometimes the agencies are too much of a gatekeeper.”

Jeremy Chilnick, Head of Production & Development at Warrior Poets, and writer and director of The Greatest Movie Ever Sold, concurred. “We had the best experience when we pitched to brands directly,” he said. “Never be afraid to pick up the phone. Morgan (Spurlock) called (Chief Marketing Officers).”

Chilnick pointed out that the “Morgan Spurlock Brand” offered them specific kinds of partnership opportunities that might not be available to an average documentary filmmaker.

“So first make a movie as successful as Super Size Me….” Powers countered.

Chilnick laughed, “Right.  But it always takes time.”