Talk: On Branded Content and New Storytelling Devices (ENG)

Apr 13th, 15.00 – 16.00

FIX| Botanical Bar, Ion Brezoianu 23-24

Free entrance

 

Speakers:
KATIE METCALFE – Video Commissioner at NOWNESS and Shorts Programmer at Sundance Film Festival
NICK REES ROBERTS – Professor of Media and Cultural Studies at the Sorbonne Nouvelle University, Paris and author of Fashion Film: Art and Advertising in the Digital Age among others

Moderated by: Madalina Cozmeanu, co-founder Bucharest Fashion Film Festival

Taking the difference between fashion films and classic commercial as a starting point, we will discuss various forms of brand narration, ways to achieve a contamination between the protagonist’s and brand’s personality, why the apparent value of pure entertainment of a fashion film can prove to be an efficient marketing instrument or the implications, the shift from the viewer as consumer to the viewer as spectator or the use of new technologies in fashion films.