Cocreation

Brand and consumer co-created films

Mark HardwickCreate.tv

07723310821

Viewing a film is (relatively) passive

Creating a film is a journey

A collaboration

The journey has stages

People can join at any stage and leave at any stage

Ideas

Development

Writing

Researching

Storyboarding Acting

Producing

Music

Marketing (twitter, facebook)

Funding

Shooting Editing Distribution

A journey of parts…

Let’s break down each section of this journey

Idea development using:

Forums & Chat Ideas walls Competitions User groups facebook twitter

iPhone Application

Writing, researching

and scripting:

• Short story

competitions (fact or

fiction)

• Discrete groups;

• From Schools, Am

Dram, Brand enthusiasts

etc

• Via Twitter

• Celebrity driven

• Journalist led

Storyboards• Drawn• Annotated images (iPhone /

Android storyboard applications)

Shoot usingVarious styles

Animation, Stop motion, Silent film, Film, 3D, Photos?

Support competing teams (creating multiple films)Collaborating participants (creating one film)Collections of content shot to a themeGeographically disperse camera people or animators

Actors Undiscovered talent can be recruitec via Am dram societies or drama schools,social nets, you tube and vimeo

Remember performers (singing, circus, dance impersonation etc)

CONSIDERATIONS & BENEFITS

Ideas

Development

Writing

Researching

Storyboarding Acting

Producing

Music

Marketing

Funding

Shooting Editing Distribution

Groups engage at points in the journey

Co-creation increases engagement

Production Campaign

Time

ViewersFilm or ad launches;

People engage with a campaign earlier Those that participate are fully engaged, brands receive a lot more of their attention.Participants market via social networks.This increases overall viewer figures.

Over time we build a creative communityThese people are brand enthusiastsThey make content

Benefits

Co-creation leads to:• Better UGC• Product improvement• New creative possibilities• Early campaign marketing• More viewers• Brand enthusiasts