Afleveringen
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Cindy Weisskopf, Managing Director of Brand Promotions and Advertising at Synchrony, shares how her team brought Lemonade Stand—a six-minute scripted brand film about a father and daughter—to life as part of a broader content ecosystem.
In this episode, Cindy reveals how consumer insights led Synchrony to experiment with long-form storytelling, how the team built an entire suite of content around the film, and why they view projects like Lemonade Stand as “smart bets” to meet audiences where they are. She also discusses partnering with agencies, testing distribution strategies, integrating cause-related work with DonorsChoose, and how Synchrony is evolving its approach to branded entertainment through data-driven creativity. -
Lauren Wood, President of the Yogi Foundation, shares how the organization is charting a new path for Yogi Tea’s philanthropic storytelling—one she describes as “reimagining philanthropy as collective creation.” In this episode, Lauren walks us through a series of stunning, cinematic films co-created with farming communities in India, Sri Lanka, and Guatemala, revealing how storytelling can elevate origin, sustainability, and cultural connection in powerful new ways.
She discusses the values-driven approach behind the foundation, the belief that “film is also philanthropy,” the process of collaborating directly with grower communities, and how the team built The Theory of Spice into an immersive, multisensory experience. We also explore what it takes to tell authentic stories at scale, how Yogi approaches distribution and impact partnerships, and why showcasing possibility—rather than despair—can be its own form of social change. -
Zijn er afleveringen die ontbreken?
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Scott Dane, Senior Manager of Brand Marketing at Meridian Credit Union, shares how Canada’s second-largest credit union is rethinking its approach to brand building by putting members and their lived experiences at the center of its storytelling. In this episode, Scott walks us through the research that led Meridian to shift away from competing with Canada’s big banks and instead focus on the relationships, values, and community impact that make cooperative banking different. Scott explains how this strategy inspired Meridian’s first large-scale storytelling initiative: a series of member-driven documentaries and companion films that highlight real people, their challenges, triumphs, and the deep support they’ve found through the credit union. We discuss how the team built a content engine to support the campaign, the unexpected learnings from casting and production, and why long-form authentic storytelling is helping Meridian stand out in a crowded financial landscape—both emotionally and strategically.
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Nathan Smith, General Manager of Global Brand Marketing and Drake Springer, Head of Creative Production at Delta Air Lines, share how Delta created Why We Dream—a feature-length documentary made with the Best Defense Foundation that follows World War II veterans returning to Normandy for the 80th anniversary of D-Day. They unpack the bold leap into long-form storytelling, the creative hurdles along the way, an unexpected collaboration with Hans Zimmer, and how the film is catalyzing Delta’s broader push into branded entertainment.
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Alyssa Foster, who leads Brand Partnerships and Entertainment PR at Southwest Airlines shares insights into how Southwest uses storytelling to connect with travelers, highlight the heart of its people, and create authentic brand moments. From their groundbreaking short film "Alone in Tombstone" to leveraging micro-influencers for campaigns like "Summer of Go," Alyssa gives us an inside look at how Southwest is redefining airline marketing.
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Michael Sternoff, Principal Creative Director at Amazon’s Project Kuiper does a deep dive into the art of authentic brand storytelling. He discusses the hero’s journey, the power of spotlighting real people over celebrities, and how brands can take a supporting role in stories that resonate.
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Discover how the LA Times is redefining branded content with emotional impact at the core. Kristen Berke, Vice President of National Advertising and Branded Content, shares how her team blends editorial storytelling with platform-specific strategies to create engaging narratives. From Oscar-winning short documentaries to innovative brand collaborations, they are proving the power of stories that connect deeply with audiences.
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Ramon Soto, Senior Vice President and Chief Marketing and Communications Officer at Northwell Health reveals a powerful lesson in how Northwell’s innovative partnership model that puts purpose before profit is reshaping the future of their branded content. By offering filmmakers unprecedented access to their hospitals and healthcare teams, Northwell has elevated their brand while fostering deeper audience connections with their customers. It’s a lesson in how other brands can achieve social good and business success through collaboration in creative storytelling.
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Marcus Peterzell, CEO of Passion Point Collective, and Brian Newman, founder of Sub-Genre are two of the branded documentary space’s foremost experts on distribution and funding. While many clients come to them with the dream of getting their brand film on Netflix or other large streamers, Marcus & Brian break down why that dream may not be right for everyone. They detail how to leverage other opportunities that exist in the marketplace for distribution based on your unique goals.
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Vice President of Content Marketing at Marriott International Annie Granatstein discusses how the hospitality brand develops and distributes multiple original travel series worthy of distribution on major streaming platforms like Amazon Prime and how they support this "hero" content with a 360-degree marketing plan.
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Senior Brand Marketing Manager of Backcountry, Elise Day shares a behind the scenes look at the making of their film series "Venture Beyond" and why it can be beneficial to build partnships with other brands and foundations that can help with funding, distribution and reach of top-tier storytelling content.
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The Brand Storytelling Selection Committee Members discuss what we took away from viewing submissions across, film, series and podcast for this year’s festival - live on-stage in Park City at Brand Storytelling 2024. We highlight best practices alongside disruptive innovation within strategy, production and distribution of content as we reflect on the opportunity to have a finger on the pulse of this intersection of storytelling and brand engagement.
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Manager of Content & Editorial at IAG, Raelene Metlitzky, shares why the NRMA Insurance brand decided to create a feature length documentary about volunteer firefighters. Rae shares how a leap of faith on behalf of the brand turned into a book, then a film, then a movement that’s reached across Australia and has made a profound impact on brand affinity after being picked up for broadcast by the largest network in Australia.
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Senior Director of Content at WeTransfer Holly Fraser takes us inside We Present, WeTransfer's award-winning editorial and digital arts platform that creates and commissions unexpected stories of creativity from all over the world, across film, music, photography, art and literature. We get an in depth look at how the team collaborated with Riz Ahmed to create the Academy Award-winning short film, The Long Goodbye.
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Global Content Manager for The North Face, Jon Torres breaks down how the outdoor gear and apparel brand’s content studio selects stories to tell through their renowned film program and how they craft award winning films like the studio’s latest Learning To Drown about professional snowboarder Jess Kimura.
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Chief Content Officer of Headspace, Morgan Selzer discusses why the innovative mental health care company is creating lean in and lean back content and how they meet their audience where they are through partnerships with the likes of Netflix and Sesame Street. Morgan also reveals how Headspace also occasionally “hides the vegetables” and is able to educate and entertain simultaneously. View the Headspace collaboration with Sesame Street visit headspace.com/sesame-street, to view the Netflix shows, search Headspace right in the Netflix app. To get a sense of the general content they’re releasing via owned channels, visit headspace.com/articles
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