VIRAL


Producing a television commercial is an elaborate, time-consuming venture. And a very expensive one: An average shooting day costs around 100.000 Euros.

But it doesn’t always have to be the big bucks. Here is the cheapest commercial I ever produced.

Agency: GREY WORLDWIDE
Creative Directors: Florian Meimberg/Torsten Pollmann
Art Director: Franziska Scholz
Film Production: 30 SECONDS

The viral film cost around 500 Euros. And took us three hours to shoot. It won a silver medal at the New York Festivals and a shortlist in Cannes.

Big idea beats big budget!

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Hurray! Advertising is not disrupting my movie anymore!
It’s inside now …

We all remember “The Hire”. In 2001/02, 8 high quality shortfilms featuring BMW cars conquered the world of viral films. Produced by David Fincher and directed by Hollywood heroes like Guy Richie and Ang Lee, the commercial mini movies were precursors for a new kind of advertising: The product as a main character, implemented into a well scripted story.

Now a similar concept comes from germany.

FLOADED embeds product advertising into sophisticated short films with a remarkable production value. The film production is being co-financed by the sponsors.

And this is how it works:

An interactive function allows the user to pause the film at specific times, at which point brand partners’ products are shown on screen. From this Brand Layer the user can then click over to microsites which present the sponsors’ products in more detail.

The first movie, “The Illusive”, was directed and produced by german director Roman Kuhn and features Brands like Mercedes-Benz and Canon.

floated1.jpg

Behind FLOADED are the german production company teamworx/UFA and the media company Gruner + Jahr.

Interesting:

FLOADED films are not commissioned work. The creation of each film begins with free and independent ideas, not with the advertising partners. The ideal brand partners are brought together and acquired for each film individually.

I’m anxious to see if this will work out. “The Illusive” is a start. Although when I watched it, I didn´t klick on a single “Brand Layer”. But that Canon EOS camera looked pretty cool …

WATCH AGAIN?
Yes.

(VIA MY BROTHER)

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