How to make an incredible experiential into an incredible piece of Film and the exact opposite!

Ok, time to redress the balance....my last post talked about how I didn't like the Adidas all in piece despite the individual bits of brilliance - now I'm awe struck with the genius of this latest film.

It shows very clearly how to take what was an awe inspiring technological feat and turn it from a crowd pleasing spectacle into a great piece of branded content on film - its very well shot, lit and produced - fantastic

Then look at this and unfortunately to my eye it's exactly the opposite. It uses the same type of technology I think but it;s fairly dull and has not been adapted for film very well, poorly shot, lit and far too long, just dull.

It bears out my longstanding advice that branded content does not just involve filming something that you're doing. its about understanding how one activity can be adapted and integrated into another.

> Oliver Russell | Joint Managing Director >> The Big Shot | 10 Fitzroy Square, London, W1T 5HP
>>> Email: oliver.russell@thebigshot.co.uk
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