Weekly
Digest
#23
Tribeca Film Festival
If you’re New York society royalty, an aspiring filmmaker at Tisch or just a movie enthusiast, Tribeca Film Festival is mecca. It’s a time for Q&As with directors and cast, advanced screenings, and genuine appreciation for the art of film.
All the way back in Weekly Digest #7, we talked about the similarities between the advertising industry and filmmaking. And a few weeks ago, we dove into the recent wave of branded short films, a direct product of the meeting of these two disciplines.
This year’s TFF drew upon several industry-relevant topics and made nods to current trends in advertising and tech. Having been solidified on the big screen, we’d bet they’re a sign of things to come. In no particular order, here are our picks:
This film is the first ever to be crowdfunded by the cryptocurrency Ethereum. It’s a psychological thriller about two girls who decide to rob their wealthy but psychotic childhood friend. As cryptocurrencies begin to integrate into our daily lives, we’ll see new and more interesting applications, such as funding for the creative arts.
Personalization:
In what is the ultimate personalization, this story is set in the not-too-distant future where cutting-edge technology has honed romantic relationships down to a science: a computerized test that can design ideal partners in the form of androids. This trend of employing user data (however controversial these days) to construct tailor-made brand interactions speaks to a larger desire for personalization, as depicted in this film.
Social Media:
We are living in height of meme culture and this documentary examines a new iteration of the American dream: the social media star. The narrative explores the cost, exhaustion, depression, and the inevitable backlash stars experience from the media and fans when they attempt to monetize their accounts.
Virtual Reality:
Oculus VR for Good Creators Lab
Oculus launched their VR for Good initiative back in 2016, pairing content creators with nonprofits to promote meaningful social change. Three films born from this project made it to Tribeca this year and they are beautiful showcases the power of VR.
They’ll Google, order and schedule anything for us, but as we integrate this new technology into our lives, we also need to consider the cost. In this film, an expectant mother is forced into a unpleasant birthing regimen by her automated personal assistant, which thinks it knows what’s best for her and her unborn child.
Tone of Voice
You remember commercial jingles, TV show intros, and sound bites on your favorite radio station. They’re sources of emotions and memories that were embedded in our daily lives growing up. Fast-forward to 2018 and the commercials are in your newsfeed, TV shows are on your laptop, and streaming platforms have overtaken radio. A lot has changed, but the power of sound has stayed the same.
The right music can make all the difference; it can influence consumer perceptions and behavior and, when used correctly, communicate your brand’s personality and values too. Combine it with content strategy and it becomes a powerful communication tool. Voice has been a growing priority in the industry and now it seems there’s a next iteration: sound branding. If you’re a company with anything to sell, then you’re likely employing some form of it as a way to attach a sensory experience to your brand’s identity. With the availability of technology like music streaming and voice assistants, we have even more applications for sound. All these add up to mean increased consumer attention which could translate into the ultimate gain: sales.
In an age where listening is the new reading sound is as critical as written content. Brands attuned to their customer’s user experience are paying attention to sound, and elevating it to a veritable pillar of brand identity. There are even entire agencies set up to handle this burgeoning field, like iV, Sixième Son, Soundscape, PHMG, and The Sound Agency, to name just a few.
Consumers want authentic experiences, ones that resonate in their real lives and are emotionally engaging. Where once we were happy with a quality product, now, we want brands that touch, stimulate, or align with us in a deeper way. Sound is the latest entry into that intimate space.
Photo credits: tribecafilm.com (top post) and Luca Bravo (bottom post)
ADVERTISINGAgencyanimationartawardsbrandingCONTENTDigitalFacebookfilmfilm festivalmarketingsoundstrategyvideoswork