Filmaka In The News

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FILMAKA’S “THE TEN COMMANDMENTS OF LA VIDA LOCA” NAMED WINNER, BEST DRAMATIC WEB SERIES IN 13th ANNUAL WEBBY AWARDS

Hailed as the "Internet's highest honor" by the New York Times, The Webby Awards is the leading international award honoring excellence on the Internet.

“The Webby Awards honors the very best of the Internet,” said David-Michel Davies,executive director of the Webby Awards. “THE TEN COMMANDMENTS OF LA VIDALOCA’s achievement is a testament to the skill, ingenuity and vision of its creators.”

Filmaka founder, independent film producer Deepak Nayar (BEND IT LIKE BECKHAM,BUENA VISTA SOCIAL CLUB) stated “Filmaka is very honored that the Webby Awardshave recognized THE TEN COMMANDMENTS OF LA VIDA LOCA as Best Drama Seriesof the year. Filmaka’s goal is to build and develop a community of talented creativeartists by providing a variety of opportunities. We congratulate and thank Luis,Rodrigo, and Arturo for creating such a noteworthy series and for providing inspiration for future filmmakers.”

 

The Mexico City-based filmmakers joined Filmaka in 2007 for a chance to direct a feature film. Through a competition, the creative team submitted a short film whose concept Filmaka quickly determined would make a compelling web series. Filmaka fully funded the project and is currently working with the filmmakers to develop the series into a feature film and television series.

Prior to its Webby recognition, the series received a Streamy Award nomination for Best Artistic Concept, the only non-English language nominee in any category. (Photo at left: Filmmakers Rodrigo Lopez Aldana and Luis Bernal Salazar with actress Felicia Day, Dr. Horrible’s Sing-a-long Blog, The Guild)

Filmaka In The News

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DIRECTV Partners With Filmaka to Solicit "direct-to-domain" Content From Filmmakers

LOS ANGELES (AdAge.com) -- March 20, 2009. To find new, recession-appropriate advertising, satellite provider DIRECTV has . . . forged a marketing partnership with Filmaka.

Filmaka is online community where indie filmmakers are given assignments by brands to create marketing and advertising content. Founded by Hollywood film producer Deepak Nayar ("Buena Vista Social Club," "Bend It Like Beckham"), Filmaka is offering prize money in the low six figures, supplied by DIRECTV, to the winning commercial directors. The winning spot, winnowed by Filmaka and chosen by DIRECTV, will 'augment' DIRECTV's national advertising.

The satellite provider is taking chances with its marketing when its competitors are taking their lumps, thanks to the softening economy. While DIRECTV added 301,000 new U.S. subscribers in the fourth quarter of 2008, rival Dish Network reported that it lost 100,000 subscribers in the same period. Meanwhile, the nation's largest cable company, Comcast, lost 233,000 basic subscribers. At Time Warner Cable, which lost 119,000 basic-cable subscriptions last quarter, CEO Glenn Britt blamed the decline partly on cash-strapped customers cutting of off their cable connections due to the recession, or in fear of it.

Filmaka is currently accepting pitches from its community for 2-4 minute short films which incorporate DIRECTV’s products and services. Twenty (20) filmmakers will receive production funding and have one month to produce their films. Ten prize winners will be chosen and awarded between $2,500 and $15,000 each. Films may be streamed on DIRECTV’s website and aired on DIRECTV, introduced by the filmmakers.

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The Perfect Storm

The solution . .

.

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Origin

Filmaka was founded in October 2006 by acclaimed independent film producer Deepak Nayar (Bend it Like Beckham, Buena Vista Social Club) as a vehicle to discover new talent.

To attract top-quality aspiring and professional filmmakers, Deepak’s deep industry connections enabled him to assemble a world-class jury of auteur writers and directors.

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ColinFirthActor

WernerHerzogWriter/Director

NeilLaButeWriter/Director

JohnMaddenDirector

ZakPennWriter/Director

BillPullmanActor

PaulSchraderWriter/Director

WimWendersWriter/Director

Jury includes:

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Capabilities

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All content submitted to Filmaka’s secure website, accessible only to agencies, brand, and Filmaka.

Filmaka can geographically target community outreach.

Distribution &

Marketing Services

Process / Timeline *

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Source: comScore December 2008

US TOTAL UNIQUE VISITORS (000’s)

137,4MM

4,2BN

142MM

74.6%

DistributionWorking with Adconion Media Group ,the largest independent global audience and content network, Filmaka can offer a customized content distribution strategy. Dedicated to true partnerships with agencies and marketers, Adconion arms agencies with customized technology and products designed in-house while delivering massive global reach across multiple platforms through a single network. Adconion reaches nearly 300 million unique users worldwide; 1/3 of the total global Internet population.

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Why Adconion as opposed to a portal?

VOLUMEE.g: Adconion.TV delivered 2MM views of Michael Eisner’s Back on Topps web series premier in 48 hours by tapping into the Adconion.TV syndication platform Adconion works with large, premium publishers and reaches 75% of all Internet users

THE ABILITY TO REACH A TARGETED AUDIENCEWITH SCALE CUSTOM VIDEO

CREATIVE AD PRODUCTION

EDITING SERVICES

VOLUMEe.g: Google/YouTubeCompiled of either UGC or their video distribution network. Primarily made up of long-tail publishers (20,000+ sites)

LIMITED TARGETING

NO CUSTOM VIDEO

NO CREATIVE AD PRODUCTION

NO EDITING SERVICES

Click here for demo of Adconion ad unit with video player

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• Active - Over 15,000 members have created, worked on, or appeared in short films, branded entertainment, music videos, web series• Global - 140 countries on six continents

- 37% US / 60% English-speaking countries • 200 plus hours of content • Creators assign all IP rights to Filmaka • Brands – Cisco, DIRECTV, Ford (Lincoln, Mustang), Red Bull, SABMiller • Agencies – JWT, Leagas Delaney, Mindshare, Ogilvy, Y&R• Media Companies – News Corp, Microsoft, Digital Rights Group UK• Representation – William Morris Agency

The Result / Proof of Concept

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Community Success Stories

Jonathan Newman (UK): Signed by ICM. Recently completed directing a one-hour documentary for JWT, shot in Japan.-Discovered via FX comedy competition

Santiago Tapia (US) : Signed by William Morris Agency. Currently in pre-production on web series for Sony and Fremantle.-Discovered via Filmaka’s feature film competition

Luis Bernal Salazar (Mexico): Webby Award Winner, Best Drama Series for Ten Commandments. Commissioned byMexican Ministry of Film to turn his short filmWiz Kid into a PSA campaign.-Discovered via Filmaka’s feature film competition

Pierre Olivier Thevenin (France): Hired to direct his first feature film, Humains, afterproducers saw his Filmaka shorts. Humainsopened April 22 in France- Discovered via Filmaka’s feature film competition

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“In what is often a closed and competitive industry, Filmaka has given me a platform to showcase my work and has created wonderful opportunities for my career.” - Jonathan Newman, Mustang winner

Case Study: Lincoln / Y&R Team Detroit

Assignment: Lincoln and its agency Y&R Team Detroit enlisted Filmaka and its community to create ten (10) music videos integrating the 2009 Lincoln MKS. Music from emerging artists was selected by renowned Grammy ® nominated musical supervisor Gary Calamar (True Blood, Six Feet Under).

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Result: With a little over two weeks to market the competition (Christmas and New Years), Filmaka received 300 pitches. After a review and filmmaker vetting/matching process (since videos had to be shot in the US), Y&R/Lincoln green lit 14 videos instead of ten.

Five of the videos were featured in Lincoln MKS commercials within the Grammys ® on February 8, 2009. The commercials directed viewers to CBS.com, where they could see all the finalist videos in their entirety.

Lincoln and Y&R Team Detroit currently are discussing additional uses of the videos.

To complement the CBS website, Filmaka.com built a 30 page website for Lincoln and Y&R Team Detroit, featuring additional information about the filmmakers and musical artists.

Filmaka In The News

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LINCOLN BREAKS FROM TRADITIONAL ADVERTISING DURING GRAMMYS ® Expect the unexpected from Lincoln during commercial breaks for the 51st Grammy® Awards, which air Sunday, at 8 p.m. EST on CBS as it debuts the winners from its “Project Rising Stars: Lincoln Video Music Challenge.” Lincoln and its creative agency, Y&R Team Detroit, created “Project Rising Stars” in collaboration with Gary Calamar – renowned DJ and Grammy-nominated producer and music supervisor. The team selected 10 songs from some of the country’s top emerging music artists and developed a music video-based competition in partnership with Filmaka, an online community for filmmakers and other artists, to create their own original content.  More than 300 submissions were received from hopeful writers and directors seeking to showcase their own creative

videos featuring the all-new 2009 Lincoln MKS. The quality of work delivered from entrants throughout the country was so positive that Lincoln – a co-sponsor of the show – decided to air five 30-second trailers of the top original music videos during the Grammys rather than traditional vehicle ads. “What we’ve learned from research is that the Lincoln MKS is attracting a new group of buyers that are tough to reach with traditional advertising. They’re into technology, film and a wide array of music,” said Thomais Zaremba, Lincoln Mercury Communications Manager. “This opportunity is a great way to create fresh content and put Lincoln in front of a new audience.” “Project Rising Stars: The Lincoln Music Video Challenge” was designed to showcase new talent, both in front of the camera and behind it. “Our goal was to create a unique opportunity for undiscovered musical artists and directors and present it in a way that people watching the Grammys would enjoy and appreciate,” she said. “We provided Filmaka with the song options, a description of the Lincoln MKS’ dynamic design and smart features and asked them to develop a creative treatment for a music video based on the song that best spoke to them,” said Greg Braun, executive creative director, Y&R Team Detroit. “In the end, we were blown away by the submissions. The Filmaka community really jumped in with both feet.” Filmaka’s Jason Haikara says the competition provided an amazing opportunity for the Filmaka community and the musical artists. “Not only is it a chance to work with a major automotive brand and top ad agency, but it’s an opportunity for them to have their work seen and heard by millions of viewers,” he said. Though the way in which the Lincoln MKS was portrayed in the videos was significant, Zaremba says it was not the main factor used to determine which videos won the competition. “The primary driver of our decision was, ‘Is it a cool music video? Does it have strong entertainment value? And will it engage the viewer?’ ” she explained. Following the Grammy show, viewers will be able to watch the five winning videos – and several additional videos – in their entirety at www.cbs.com/lincoln. Viewers also can learn more about the musical artists and filmmakers at www.filmaka.com/lincoln. 

At the end of the day, Zaremba says “Project Rising Starts” follows an entirely fresh marketing campaign for MKS that represents a new way of communicating for Lincoln.   “It is yet another example of Lincoln doing something that no one would expect in a way that no one would expect,” said Zaremba. “We’re very proud of what the MKS is and what it stands for, and we believe that we’re offering a relevant message on an amazing product.”

Case Study: Ford / JWT Team DetroitAssignment: Ford and JWT Team Detroit enlisted Filmaka and its community to create twenty (20) “Mustang Stories,” short films for www.the2010mustang.com Films needed to be written, shot, edited, and delivered in just over five weeks.

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Result: Filmaka received 400 scripts in only two weeks from filmmakers in 28 countries on six continents. JWT/Ford green lit 22 films - shot in U.S., Canada Mexico, Norway, South Africa, and UK. Nine filmmakers introduced a preview of their films within 60 second commercials in NBC’s Knight Rider. UK-based Jonathan Newman attended the LA Auto Show where his film was screened to introduce the 2009 Mustang. JWT then hired him to shoot a one hour cable documentary, shot in Japan."It's the quickest, most efficient, most creative thing the Ford Motor Company has ever done!” – Al Uzielli, Senior Advisor, Ford Global Brand Entertainment

“ We were very impressed with Filmaka and its community’s ability to complete this assignment quickly with outstanding results.” “The project had an incredible return on investment, within a budget that was significantly less than you would expect for a project of this scope.” *- Carl Spresser, SVP/Director of Integrated Marketing and Branded Entertainment, JWT Team Detroit

“ Ford has seen a significant amount of traffic to the site and visitors are spending a lot of time there.” * - Curt Jaksen, Group Account Director, Brand Content and Alliances, JWT

* Ad Age 12/11/2008

Case Study: Cisco / Ogilvy

Assignment: To compliment Ogilvy-produced creative, Cisco enlisted Filmaka and its community to shoot “Digital Cribs,” non-fiction short films about people who use technology in their homes in interesting ways.

Result: Winning films, submitted from all around the world, were streamed on Cisco’s Digital Cribs website, syndicated to over 200 blogs and sites which aggregate video, and showcased at trade shows.“Cisco felt that Filmaka would be a great partner because we

wanted an international perspective and filmmakers themselves rely on digital technology to produce their creative work. We are very pleased with the outcome.”

- Ken Wirt, VP Consumer Marketing, Cisco

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Testimonials

“We were excited to see how filmmakers around the world interpreted our theme. SABMiller is passionate about beer and all our brands, so we were very impressed to see this reflected in the quality and creativity of the winning films.”

- Charlie Hiscocks, Senior Global Marketing Manager, SABMiller 

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“What better way to gauge WhatOneEarthIsGoingOn? (on MSN) than to ask ‘filmakas’ around the world the question in a series of short films. As a creative director born in the land of the boomerang, it is not surprising that I have always enjoyed throwing ideas out there and seeing what comes back. Filmaka is a wonderful open source way of accessing new ideas and talent from new places.”

- David Alberts, Founder, WhatOnEarthIsGoingOn?

“The output of versatile and creativity that was realized out of the project was amazing and the clips a pleasure to watch. It´s great to discover and support young talent by working with Filmaka.”

- Susanne Degn, Head of Content, Red Bull Media House

Next Steps

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Contact: info@filmaka.com