In an increasingly fragmented television landscape, Creative Artists Agency aims to give brand marketers a seat at the creative table in Hollywood alongside writers, directors and talent as they put together original IP series.
Brands that have been walking a fine line between storytelling and advertising with product integration that appears alongside high-quality TV content, increasingly want their marketing messages to be subtly infused with digital storytelling from the early stages of creative development, says Alana Strauss, head of content and marketing for CAA’s entertainment partnerships team.
The result is an original IP series where marketers connect with audiences from the center of the television screen. “Brands can be the story themselves, and the way to do that is by sitting at the creative table with the best storytellers in the world,” Strauss says. Hollywood Reporter.
Take a chain of 6 loops Ryder dies For the YouTube and social media channels of Complex NTWRK, a partnership between CAA and Crocs. The limited series features celebrities explaining their behind-the-scenes must-haves, also known as riders. And they do it while sitting on a sofa inspired by Croc’s classic foam slip-on with Swiss cheese-like cutouts.
Ryder dies From CAA client OBB Media – the studio behind it Justin Bieber: Seasons and Christmas is bullshit With Sabrina Carpenter – Featuring music, comedy and internet stars like Becky G, Zara Larsson, Trisha Paytas, The Kid LAROI, Ziwerekoru “Ziwe” Fumudoh and Tyriq Withers and their requests from the green rooms. In the opening episode that debuted on April 2, Withers, for him The horror movie star sports, touting behind-the-scenes essentials like raw chicken, under-eye patches, and at one point brandishing his croc shoes, “because I like to walk comfortably around the set.”
Brand integrations are becoming increasingly common even on relatively prestigious projects in Hollywood. This includes HBO channels White lotusas the third season is set in Thailand, American Express has organized experiences for Platinum Card and Centurion members, including on Koh Samui, where the season was filmed. to Sand Dunes: Part TwoMicrosoft has allowed virtual pilots to fly an ornithopter, and game designers are working with film production to craft a cinematic Arrakis for the expansion pack.
Elsewhere, Paramount, producer of the series for Netflix Emily in Parispartnered with spirits maker Quintessential Brands to bring the imaginative drink to shelves, inspired by Emily Cooper, CMO of Lily Collins promoting its canned Kir Royale.
in Ryder diesmore than exclusive online access to celebrities through the door of the Green Room works with the limited series. Strauss explained that the collaboration between Crocs and CAA aims to help the footwear company generate brand heat beyond the original clog to newer styles like sandals and slippers, while staying true to Croc’s roots of comfort and self-expression.
“Of course, it’s from Crocs. But storytelling is always the key, which is a huge compliment to how they approach marketing and connecting with audiences,” she adds. Elsewhere, Crocs is producing its own mini-dramas for ReelShort, a vertical drama streaming platform.
For Carly Gomez, CMO at Crocs, the footwear brand developed its brand content strategy in partnership with CAA to approach series creators and talent with a focus on greater uniqueness through digital storytelling. “We look to collaborate with creators and talent from the early stages, so what we build feels real to them and to us. This approach allows our content to reflect real characters and moments, creating something original, fun, and worth engaging with on its own,” Gomez said in a statement.
For Strauss, branded content e.g Ryder dies It’s also about redefining high-quality TV content amid an increasingly turbulent TV landscape. “It’s not just taking an advertising idea and putting it into long form,” she said. “It’s actually what (brands) stand for, what they mean, and what they know about their customers.”
For CAA, combining go-to-market branding and intelligence with high-quality storytelling provides a solution to reaching increasingly out-of-reach television audiences on diverse and emerging digital platforms. “Now is the time for brands to be able to do that and earn that credibility with audiences and consumers everywhere,” Strauss said.
