OVERVIEW
Musicbed, a premier music licensing platform, sought to launch a campaign to raise brand awareness and provide an opportunity to test out its product. Musicbed asked that the campaign would position its brand as an advocate for the filmmaking process, stir up brand attraction, and generate new leads for the company.
IDEA
Introduce an annual short-film competition that provides an avenue for filmmakers to utilize Musicbed music, show off their storytelling capabilities, win grants and gear, and be recognized by top industry leaders.
RESPONSIBILITIES
Campaign Format
Creative Direction
Campaign Ad
Digital Marketing
90's RayGun Aesthetic
With the resurgence of 80s and 90s nostalgia, as seen in brands like Online Ceramics and popular series like Stranger Things, I opted for a design aesthetic with the versatility to resonate across generations of filmmakers. For the younger filmmakers, it encapsulated an essence of underground pop culture, while for the older ones, it sparked memories of their early days in filmmaking.
Sparking creative breakthrough
Format : Create and submit a film in just 30 days, not overthinking it, but acting on creative intuition and moments of breakthrough. Submission categories included Narrative, Spec Ad, or Documentary, with the prerequisite that all submissions were to have music from the Musicbed library.
Judges : Utilizing Musicbed's network of industry contacts, Musicbed was able to partner with judges from Sundance, North Face, Netflix, HBO, and the like. Submissions were judged on the following criteria: craft, song use, storytelling, and creativity.
Resources that launch careers
Grants & Partnerships : Filmmakers were given the opportunity to win up to $100k in grants and gear from Musicbed and sponsors like AICP, Young Directors Award, SmallHD, WeTransfer, and Rodes to keep their dreams alive and obtain new resources for future films.
Behind the Scenes
Directed by Chris Leclerc @ Territory 6
Custom Score
Measurable results
Following the launch of the campaign, Musicbed.com saw a noticeable surge in new account registrations, conversion rates nearly doubled the campaign's initial goal, and an influx of testimonials came in from filmmakers who experienced breakthrough moments within their careers as a result of the campaign.
21% increase in account registrations
425K+ in campaign traffic
90M social impressions
950 films submitted globally
