Branded content has become the favorite of many brands when it comes to launching their campaigns.
Recently, Wabi had the opportunity of producing a web series for Bubbaloo. So we decided to make the most of it by interviewing our director Pablo Caballero.
1. How do directors live the transition between advertising formats? Can we say that every person involved in this industry is always in constant evolution?
We’ve been living the transition between traditional and digital advertising for a while now. For example, in this case I can say that by shooting this digital content, the experience was quite different. You don’t work on tv lengths, on the contrary, it’s a different way of telling a story. Language is much more fluent, more cinematographic. Although the digital world also requires being in constant renovation, it has several formats as well. I believe that media diversity is continuously growing.
2. From your point of view, which are the main attributes or benefits of branded content?
Branded content is something wonderful, it’s a path in which you are able to reach the audience with storytelling, through different genres, from emotional to action. As directors, this allows us to express ourselves better, making advertising that brands need in terms of engagement. I’m convinced that advertising not only should sell, it has to amuse and inspire us as well.
3. Branded content tends to allude towards emotion, trying to empathize by creating a connection with the audience. Do you this changes the interaction between director & talent?
As I said before, I think that while you’re involved in this kind of projects a different dynamic is established between the director and the talent. We don’t just make a callback, we have rehearsals. A closer interaction and less clichés are what creates a deep connection with the audience. It’s about recreating emotions, experiences, mystery and action; that the talent needs to convey, thus changes the way in which we work together.
4. Is it possible for conventional advertising to represent some limitations when compared to digital?
It’s kind of what I was talking about before. We’re living a transition, and for the moment we have to keep on working on conventional advertising as it is. Some clients are still in need of their 20 second spot, with its 10 second version, and sometimes even 5. The margin of error for this has to be minimal, so we have to take care of the slightest details, and here’s where I find those limitations. The digital world gives us more freedom.
5. And last but not least, tell us about your experience working on the Bubbaloo web series.
What can I say? I was expecting a project of this magnitude as soon as I started working for Wabi. As a director I wanted to experience something like this. It was just amazing because you get to work in a different way. The crew gets involved from a different perspective, much more cinematographic. It isn’t the same to face a day with a 20 second shooting board, than to do it with a script of 120 scenes. I feel that the team’s commitment had to do a lot with it, they all knew every part of the story, and what they were going to face, and that’s not always implied on a 20 second spot.
We lived a wonderful experience with the talent, the chemistry within the cast was so natural that afterwards they ended up being friends in real life.
Another great experience was the way we interacted with both agency and client, since day one, they perfectly understood the dynamic process that we needed to establish in order to achieve a story like this.
Since the rhythm in which they work is pretty different, I feel that they were really supportive by giving us freedom during the process. So the experience was fantastic. I really enjoyed this shoot, the post-production, and every single part of it by being able to work hand in hand with a great crew conformed by our production company, agency and client.