The line between artistic and sponsored content is blurring like never before as brands and creative teams search for new ways to reach an audience. This often leads to entertainment properties with thinly veiled commercial associations. But when Academy Award-nominated producer and director Brett Morgen started his latest project, Drive and Deliver
, a branded effort for Navistar's International Trucks, he wanted it to be completely transparent.
"At first there was talk of making it a real film and trying to get it into festivals as a documentary," says Morgen, whose past work includes The Kid Stays in the Picture
and On The Ropes
. "But I wanted to be up front and proud of its brand associations and basically make a really good, compelling, extended commercial. I just thought that would speak to the intended audience better than trying to pass something off as a straight documentary film."