Digital cinema is more like creating your own product placement opportunity rather than producing a video for your product. Luxury brands like BMW and Yves Saint Laurent have invested hundreds of thousands of dollars hiring big-name directors to create cinematic experiences designed to contextualize the aspirational lifestyles they want consumers to associate with their products.
Digital cinema is a fun hybrid. Typically, it’s both a long form ‘commercial’ and a short form film. The vision of the director typically takes a much more prominent role to showcase your brand on a different level.
If your budget is a bit tighter, that doesn’t mean you can’t consider digital cinema. There are always innovative aspiring directors and even film students just looking for some funding.
Digital cinema can take any form that films take, from documentaries to art flicks. Here are three recent approaches to digital cinema that are inspiring.
The Romance Action Film
You’ve probably seen the short version of this as a 30-second spot on TV for Coco Mademoiselle. Having a long form version online helps extend the value of the whole campaign by letting people explore more about a brand.
Keira Knightley plays a spy-like fashion model. It’s playful and mysterious with that Chanelian allure.
The Ironic Iconic Luxury Twist
These Audi films are very odd and hilarious. There are almost too many forms of irony and parody to count. By stting the stodginess of old luxury in a “prison”, they open up room for consumers to see they need a new kind of luxury. This new luxury is understated, cool , and fun – just like that zippy new Audi.
A Lifestyle for Life
This Mercedes mini-documentary doesn’t bother trying to sell any new cars. Instead, it shows how their unique craftsmanship lives on and on. It’s the basis for a real freedom of living and expression for JG Francis, who restores old Mercedes.
This film takes you really deeply into a branded experience, illustrating timeless style and engineering quality.