Tony Petrossian of Rockhard Films, West Hollywood, thinks of his music videos as branded content. “The challenge is to write an idea that is intriguing enough to get people to watch, while always keeping a close eye on how the brand–the artist–is presented,” explained Petrossian, who was chosen to be in SHOOT’s New Directors Showcase also featured in this issue. But it wasn’t until recently that he worked on his first official branded content piece–a “music video” sponsored by Nike, Inc. China via Wieden + Kennedy, Shanghai.
“Beijing Ballers” is essentially a short film set to the music of Chinese hip hop artist MC Webber that was slated to air in conjunction with a huge basketball tournament that Nike was sponsoring in May. Shot at Zhou Zhou in Beijing, the film shows three “ballers” outdoing the competition with their awesome street moves and speed no matter how outnumbered they are. “The client’s goal was to create a riveting action piece that would keep kids engaged,” said Petrossian. “We worked together to make sure that the branding that resulted in the cut stemmed out of the necessity of a given scenario in the film, as opposed to forcing shots of branding into the film.”
Petrossian also took on the role of editor and VFX supervisor, which was crucial to getting the film done on time and on budget. “It allowed me to take quick and decisive action when it was necessary, with full knowledge and responsibility for the consequences of such moves.”
Throughout the process Petrossian used an interpreter to speak to all key personnel except for his producer. “I really paid attention to non-verbal cues from others and established my own to communicate my vision. I was always hyper aware of my own body gestures and energy–trying to maintain a confident and relaxed, positive example for everyone to rally around. Had I panicked or shown lack of confidence given our time constraints, I may have lost the crew’s loyalty and faith. As it turns out they stuck it out with me all the way and hustled like mad.
“That experience is something I could not have learned in film school,” said Petrossian.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More