What is a branded film? Genres are much easier to define in hindsight. For now, it's a question we can only partly answer. What is it NOT? It's not a commercial, it's not an infomercial, it's not a demo, it's not a viral video.

Most importantly, it's not a viral video. These are videos impersonating authentic moments captured by amateurs that usually wind up turning people off once they're revealed as hoaxes (Social Times). No, a branded film comes from an authentic place.

A branded film is a collaboration between a filmmaker's vision and a brand's core idea.

It's a film supported by a brand that isn't about the brand. In fact, any product or service the brand offers tends to take a back seat to the story. As it gets more and more difficult to reach savvy audiences through traditional media, a few innovative brands are turning to creative collaborations to engage customers. We saw it spring up in the fashion industry in the form of fashion films last year (Gucci, Prada), and it's now nearly a necessity for all fashion labels big and small to release a film for each new collection.

But inevitably some branded films have flopped (BMW: Activate the Future). It turns out making a great branded film starts with making a great film. We all enjoy content that's entertaining & enlightening and having a brand behind it doesn't make a lick of difference.

For filmmakers, branded films are quickly becoming the music video of our day. A place where up-and-coming filmmakers are given money and freedom to create something compelling. Enjoy these, the very best out there! Andrew Allen

Top Branded Films

Duration: 78 minutes

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