What if the brand became the world?

Studio note · Omer Schwartz

A brand can ask for a film that explains what it does. It can also ask a different question: what kind of story could exist around us?

In the Fullpath project, the car dealership became the setting for a character-led story. That world gave us people, relationships and situations to work with. The company could be present through the world of the film.

Give the story a reason to exist

This is an approach that interests me as a creator. I want the content to have a life of its own: a character worth following, a situation worth watching, a tone that feels specific.

It changes the collaboration, too. We can think about what a company wants to communicate and what a creator wants to make, then look for the meeting point. Sometimes that meeting point is a series or a repeatable format.

The question I keep coming back to is simple: what would make somebody want to spend time here? That is a useful place to begin, before deciding how the brand enters the frame.

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