First there was BMW films
In the early(ish) days of the internet, BMW did something audacious - something that had never been done before:
They released a series of short films directed by major Hollywood directors and starring A-list actors. The films were wildly entertaining, never over promoting their cars - even though they were central to the plots - and boy did they make you want to buy a BMW.
BRANDED CONTENT was born
The idea was so far ahead of its time, and the internet so slow, in order to watch the shorts you had to first download them onto your desktop.
Despite this hurdle, the films were a resounding marketing success, with millions of views.
Then there was us
At the same time, one of our founders, a driving creative force behind SINGLE-MIND, was co-writing and developing conceptually identical BRANDED CONTENT short films for American Express - directed by Hollywood titan Barry Levinson & co-starring Jerry Seinfeld and legendary DC Comics superhero Superman.
Admittedly, the internet history books will show that we came in 2nd to BMW in the race to release. Although we'd argue that we beat BMW in the popularity contest (with millions of views and counting...).
The work set us off on a long journey developing cutting edge branded content.
Some of the BRANDED CONTENT we've created over the years
Our biggest lesson
Beyond the media & marketing breakthrough, The Seinfeld Superman films contain all the elements we strive to include in the work we do:
1. Single-minded
2. Entertaining
3. Human
4. Original
5. Groundbreaking
To this day, we apply these qualities to everything SINGLE-MIND does - from a book launch to a feature length film.
And over the years, we've discovered that these elements are also powerful guides when applied to problem solving and team building.
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