Branded Video

To some, “branded entertainment” is where divertissements meet advertising. This, I suppose, would be “divertising,” which sounds like slapping a logo on a scuba diver. The Cousteau’s have a lock on that market, so instead we produce original content that seamlessly integrates your brand into a story worth sharing.

“But,” you ask, “What is branded entertainment?”

Video — Viral, Podcast, Music Video or Oscar-winning blockbuster? Yes, yes and perhaps eventually.
Editorial — Blogs, Fiction, Print Media and Epic Poetry cycles? Of course, my leige.

Branded Entertainments are not commercials, but rather short- or long-form entertainments – fictional or factual narratives that organically integrate the brand into the fabric of a storyline to reach audiences, who convert into consumers.

Branded entertainment can manifest in a variety of media, from video to novels, to comic books, games and beyond.

This is the process by which we create branded-entertainment in video.

As an industry, branded entertainment is expected to grow from $22.3 billion in 2007 to over $40 billion by 2012 (PQ Media). Coupled with the online video trend (77 percent of all U.S. Internet users viewed online videos in 2008 at an average of 273 minutes of video each – ComScore), subsidized content represents the future of how audiences engage video.

[dramatic pause]

Video
When your story is told through video, the encounter is immersive and engages with emotional immediacy. Stories are powerful. They are the currency of our social transactions and the means by which information accrues value and is shared. Stories create connections between concept and consumer and provide both a vocabulary and context for consumers to create personal meaning. As a storyteller in this medium, I integrate your message into narratives that compel, stories that amplify the dimension of your brand’s experience while entertaining and enlightening the viewer.

I offer a range of “script to screen” services for your campaigns, social-media marketing and traditional broadcast media initiatives. My award-winning* video work has appeared on major premium cable outlets (Showtime, IFC, MTV2, Canal+), on independent entities (WineTV, SVTV) and online. Moreover, I’ve generated a living library of content to be licensed to third-party exhibitors, sponsored or branded by third-party entities and marketed through direct-to-consumer sales using digital and traditional distribution.

Then Video Killed the Movie Star…

So, you’ve come to the conclusion that your brand oughta be in pictures, but you’re unsure of what this actually entails. What follows is a back-of-the-envelope sketch of the video production process.

[drum roll]

Video productions are like heist movies: A big brain with plan hires a garrison of experts with skill sets specific to the needs of job. The gig goes down with varying degrees of action, comic relief and romance. The big brain prevails. CUT TO: A denouement on a desert isle replete with sparkling wine and witty banter that suggests a sequel. FADE OUT.

In this scenario, you’re the big brain and my team and I are the experts. I work with talented collaborators with whom I’ve experienced mutual success time and again. All of our services are a la carte.

The Process, from Script to Screen

“At the moment it’s just a Notion, but with a bit of backing I think I could turn it into a Concept, and then an Idea.” – studio executive, Annie Hall

[laugh track]

If you’ve got any of the nouns in the aforementioned quote, we can work together.

Through consultation, you and I will determine the nature of your story, to whom it’s targeted and the most effective means of reaching this audience. We will explore how your project will take shape (whether it be a narrative short, documentary, industrial or genre-bending rock opera) and discuss means of distribution and exhibition (DVD, broadcast or social media such as YouTube and Facebook). Then, together, we make decisions. A budget is agreed upon. If my services as a writer are retained (good on you), I’ll draft a script and you’ll give me notes. I’ll re-draft the script and you give me a green-light.

Pre-Production
The script is broken into its constituent parts and a schedule is crafted that maximizes the project’s resources. As required, shot lists are rendered, storyboards drawn, locations scouted, sets built and talent cast. Throughout, my team will never use the words “guerilla” and “filmmaking” in a single sentence. This isn’t amateur hour, this is your project, which requires absolute professionalism. To this end, my team and I deal with all of the legal concerns of your project, including permits, insurance, on-camera releases, location releases, music licensing and a variety of other considerations that can make or break your production. We have worked closely with film commissions, casting directors, agents and managers and can leverage our relationships, call-in favors and bring our special brand of gravitas into negotiations as needed. Remember, you’re not just working with filmmakers, you’re working with members of a filmmaking community. A friend of ours is a friend of your production.

Production
We’re committed to digital filmmaking — the tools are dynamic, expressive and the best fit for our style of production. Moreover, our vendor relationships bring access to the latest innovations in the field. We can scale up or down to fit the scope of the production, from your three-minute viral video to, indeed, your genre-bending rock opera heist movie. Once properly outfitted, we execute our well-made plan. In our high-definition world, image is paramount; ditto sound. Neither element is under-served on our watch thanks to a hard won amalgam of talent, smarts and craft – all of which are at your disposal.

Post-Production
With your project “in the can,” my team and I proceed with rough-cut – again, you give us notes. We fine-cut accordingly and complete voice-over, music and sound mix. Upon your final approval, your project is authored in the appropriate media and prepared for its debut. Meanwhile, you prepare your award acceptance speech.

Take a gander at this reel and let’s chat.

[roll credits]

*Took the top honor for the California Tourism Industry Association YouTube contest, 2008. Won first place Colby Award for client Coldwell Banker’s worldwide video contest, 2007.

“Daedalus brings a great flair to any project, and his videos for us have been creative, funny and engaging. He is good with ideas and how to target specific audiences.” — Tim Zahner, Sonoma County Tourism Bureau

“Daedalus has an interesting and helpful combination of skills. His mind is much quicker than most and his working vocabulary is extensive. That proves exceedingly valuable when words are needed as a bridge-builder between an idea and a reality. Film and video work involve imagining the promise of something not yet created. Not only can he describe what it will feel like when the project is complete (meet your goals) he can get it done with precision, little sweat and a lot of laughter. Over the top creatively, Daedalus is a 1st class professional. He should be 90 years old, but definitely isn’t. People like Daedalus. He and his well networked team produced an award-winning video for me in ’07 and I strongly recommend him to anyone fortunate enough to engage with him on such an undertaking.” — Maggie Bafalon, Coldwell Banker

Ready for your close-up? Let’s connect.