ORIGINAL THINKING

Five years ago we got our start as consumers, two guys making movies about brands and products that we loved. It was our belief and vision that companies and brands should drop their conventional marketing efforts and put their cash into consumer and community based initiatives, initiatives that highlight and enable consumer creativity and enthusiasm. We wanted to do this with video. Why video? On the web, video is the glue that ties it all together. “It” is lifestyle. Activities. Events, scenes, scenarios. People and their environments, context. Video shows these worlds with unrivaled veracity. We wanted to find a place, create a place where consumers who were into brands could get compensated in some way for their loyalty. Today we’ve found the sweet spot: helping manage and document communities of brand evangelists. The documentation comes in the form of CGM and video we shoot. The results are shared among community members, the brand, and the public: market insight, qualitative research, passionate testimonials and expressions of character. We are making marketing communications about brand experience, direct and lived by real people in real places. We show it on the web and in traditional ad space. Community interaction, documented, as the center of the marketing effort. We’re not into “viral video.” We don’t want to amuse our audiences, exactly. We want to be smart, subtle, reflective. We want to show people something they didn’t know about themselves and others. We want the insiders, the geeks and wonks and critics who are crazy enough to care about brands and their impact on society. We want to get brand communications off the high horse, and down to our level...the level where “it” all really happens. And we want it to be a good deal for everyone.