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SONY ERICSSON enters the arena of branded entertainment. “Who is Johnny X” is a webisodic online thriller in 9 parts. A man wakes up in a nightly Bangkok street. The amnesiac hero tumbles through the Thai capital on his mission to rediscover his identity. His companion: SONY ERICSSON’s iPhone rival  Xperia X1. The smatphone helps Johnny piece together his forgotten past. And along the way demonstrates its innovative features and personalizable interface.

The fast-paced web drama was directed by Stuart Douglas (Nice Shirt Films) and shot over a 10 day period in Bangkok.

But even though the mini series is quite diverting and very well-produced, it leaves a stale aftertaste. Because everybody who hasn’t lost their memory will notice that Johnny’s fight against the oblivion seems just a bit too similar to Christopher Nolan’s reverse-chronology masterpiece “MEMENTO”.

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Pretty funny. Even though the idea evokes a couple of déja-vus.

(VIA)

What a wonderful piece of satire! It’s a bit older, but more contemporary than ever!
And a must-see for Apple users of course. Ladys and gentlemen: Steve Jobs!

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.

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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)