Brand New Story Inks First-of-its-Kind Content Partnership with Agency Bakery
By thelaegotist / /
A Joint Venture Between Cinetic Media and Rough House Pictures That Launched in 2019, Brand New Story’s recent projects include films for clients Ford and Verizon
Austin-based independent creative and R&D agency Bakery has entered into a strategic partnership to create and distribute brand-supported film and television content with New York’s Brand New Story.
Brand New Story is a joint venture between David Gordon Green’s Los Angeles based Rough House Pictures and Producer John Sloss’s Cinetic Media which produced the last seven Academy Award-winning documentaries—as well as movies like “Boyhood” and “Green Book.” While BNS has already worked closely with select creative agencies to bring client projects to life, this marks their first ongoing, strategic partnership with an agency.
Under the terms of the deal, Bakery and Brand New Story will collaborate across early-stage project development, production, marketing and distribution, helping select brands to develop unique and engaging film and television projects and make that content available on streaming giants and other premium channels. Bakery clients Shiner Beer, which they landed AOR duties for in December, and Nike, will be the first brands to benefit from the partnership.
“The entertainment and media landscape is changing rapidly, yet one thing remains – a good story can come from anywhere. Bakery’s work clearly displays their understanding of the power of engaging storytelling and the impact it can have on culture,” said Jared Shulman, CEO of Brand New Story. “By joining forces, we can help ensure that the stories our brand clients champion reach the right audiences in the right context to drive discussion, action and sustainable value for the brand.”
Brand New Story has already successfully advised a variety of brands on custom film and TV release strategies. Most recently, it worked with the Ford Motor Company and Imagine Documentaries on the mockumentary short film “John Bronco” and with Verizon Wireless and its agency on the feature documentary “Speed of Thought.” (“John Bronco” can be found on Hulu, while “Speed of Thought” is streaming on Amazon Prime.)
Together, Bakery and Brand New Story believe they can ignite a paradigm shift in how brands create and distribute Hollywood storytelling—with programming that audiences genuinely enjoy.
“Entertainment isn’t a new concept for agencies; we know how to tell compelling stories and create beautiful films. The problem is that as an industry we’re clumsy about getting in front of people who care for what we have to say—mostly relying on promoted ads or praying when we drop something into a social channel,” said Micky Ogando, Principal and Chief Creative Officer at Bakery. “Brand New Story is helping us seamlessly merge the brand and entertainment worlds in a way that lets better film work live within well-adopted entertainment vehicles and streaming platforms.”
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