The New Normals for Branded Content

In-house agencies are adapting to unique social concerns this year that could forever change how the marketing world engages consumers and crafts content. Among these “new normals” is the need for safer, more-flexible ways to produce work that is both locally sourced and globally conscious. Here’s how authentic, eco-friendly and diverse local productions can help your brand adapt.

At-Home & Remote Studios: Imagine trying to balance social distancing with increased speed to market in a traditional studio. More creators are shooting with their own equipment on sets they build at home or nearby. These remote spaces allow for safe and efficient productions—plus, filmmakers can follow shoot guidelines and live direction from clients via teleconference. Just be sure to consider your options and limitations when planning a project.

One example of at-home shoots is Aptamil baby formula partnering with MOFILM to “cast behind the camera,” having creators film their own young children from home to help the UK brand connect with fellow parents. Enjoy their films here.

Localization: Brands accustomed to flying huge production crews around the world can still find local filmmaker talent virtually everywhere. Besides cutting costs and reducing your carbon footprint, localization increases authenticity—no one knows the streets, culture and quirks of a city better than locals.

Searching online creator networks for the perfect local filmmaker is another way to “cast behind the camera.” In fact, it’s how MOFILM helped DoorDash find the right visual storytellers to bring restaurant owners’ experiences to life, from opening day to persevering amid trying times. Watch their first film of the series that just launched, here.

Diversity: This is a must-have. Most of the marketers engaging with MOFILM agree that it’s important to actively promote diversity. Filmmakers who reflect your audience and have creative input can ensure your work resonates with the communities you want to reach. Diverse crews and perspectives fuel more-original storytelling and authentic performances on-screen. And, you’ll often find more diversity in local talent pools than large production companies.

An example of this is Crown Royal’s Black Royalty campaign, which tapped Phil Simpson and MOFILM community member Ariel Ellis (both Detroit natives and Black artists) to capture what generosity means to Black consumers Crown wants to engage. Take a look here.

Producing content that is authentic, globally conscious, safer for your teams, and made by local creators who are as diverse as your customers has never made more sense.

MOFILM is a global network of local filmmakers who believe in a better way to make content, helping partners adapt to the new normals of content production with a talent pool of 10,000+ creative professionals. Feel free to reach out with questions—and to start capitalizing on these new normals, watch their recorded webinar.

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