Branded Content
Project: Now Boarding: Argentina, Featuring Lily Collins
Client: Publicis Media / Canon
Role: Director of Unscripted & Documentary Programming, 101 Studios
Result: Successfully won $3 million bid to produce high-profile live CES activation for Canon. Led process from RFP through on-site delivery.
The Brief
Publicis Media requested a proposal for their client Canon’s live branded content activation at CES. They needed a buzzy concept that would showcase Canon’s camera technology and appeal directly to Gen Z and Millennials (markets more likely to turn to their smart-phone camera than a Canon). Publicis Media came to us in November and CES was the following January: it was an incredibly tight turnaround. My role was to build the RFP, lead the pitch meeting, and produce the winning project.
What We Built
To get Gen Z and Millennials to pick up a real camera, we needed a story that would speak directly to them. Our research showed that this audience wanted highly-curated, off-the-beaten-path adventures: the kind worth sharing with their own followers. So we built a series format pairing young A-List celebrities with celebrity photographers on a meaningful trip abroad. Each episode would show the story behind the deep connections that travel creates with an emphasis on visually-appealing ways to share those connections with others.
I put together a full pitch deck, including series format, proposed episodes, and high-profile talent who would be excited to work with 101 Studios within the compressed timeline. We pitched Publicis Media and won a $3 million bid against 3 other agencies.
We had 6 weeks to go from pre-production to delivery, so we fast tracked everything: hiring the team, getting sign-off on creative from internal and client stakeholders, shooting the project, and editing the final cut to deliver a pilot episode in time for CES.
The Outcome
With our final presentation, we ultimately delivered on the client’s goal of a buzzy storytelling experience that had people talking about Canon at CES, with an extensive reach beyond the conference itself. Internally, because we created such a seamless working relationship with Publicis Media, we opened the door to future high-budget branded business opportunities and increased revenue generation.