AIDC 2018: Brand + Filmmaker = Story

ACMI Stories & Ideas

In an ever-changing media landscape, and with audiences savvy and cynical about advertising, brands are looking for more subtle ways to draw their customers in. Enter the documentary filmmaker. Does this offer an exciting new source of finance for documentary or is it a sell out? Is it still possible to make authentic stories within this form? Who has creative control in this environment? Why do brands give money to filmmakers and what do they want in return? This session brings together a world-class panel of award-winning filmmakers, producers and broadcasters to share their first-hand experiences making documentary content for brands and the mechanics of building successful partnerships to do so. They will explore how brand funded content works, why they do it, how it is different to working within traditional funding pathways, and what the deals look like. Between them, our panel has made everything from online content to television to feature films, financed by brands. They will share the realities, the pitfalls and the opportunities of this new financial option in our documentary producing toolbox.