Branded content has come a long way, finally establishing itself as a medium to be reckoned with. The days of the hallowed TV spot as the pinnacle of creativity seem to be numbered as brands, agencies and filmmakers produce ever-more elaborate and innovative pieces of online content.
“The TV ads are rightly still there, but filmmakers now have an additional opportunity to create short tailor-made films and really flex their creative muscles,” says former D&AD foreman for the Branded Film Content & Entertainment category Kai-Lu Hsiung. “There are no boundaries anymore, and because of this I'm looking forward to seeing what the future holds.”
We've rounded up eight films that show the leaps and bounds branded content has taken in the past few years – everything from viral videos to innovative, interactive experiences.