The Edgy Side of Branded Entertainment

Diesel Goes 'Experimental' With Short Films

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NEW YORK -- Is branded entertainment too mainstream for you? Too much traffic at Madison and Vine? Consider trying a new wave: branded experimental entertainment.
A shot from Royale's three-minute experimental short to be included with Flaunt's ninth anniversary issue.
A shot from Royale's three-minute experimental short to be included with Flaunt's ninth anniversary issue.

It won't surprise anyone that Diesel is the brand behind the push into using nontraditional content for marketing; its traditional advertising is certainly bold enough.

Royale, no cheese
In this case, however, Diesel got a newly formed design studio called Royale to create a three-minute "experimental branded short" for distribution on DVDs going out in the ninth anniversary issue of Flaunt magazine. The clip uses animation, stop motion and other techniques to merge elements of Diesel's futuristic "Human After All" campaign with images taken from the pages of Flaunt.

"The basic concept was to connect all of these different worlds where Diesel exists through the pages of Flaunt," said Brien Holman, a creative director at Royale. "We wanted to take viewers on a voyage through this hyper-stylized version of outer space while limiting the design of this world to the medium of paper from the magazine."

This isn't Fellini, of course. The "experimental" short is easy enough to consume as eye candy. But it's a departure from standard placement, too, so it's an experiment whose results are worth watching.
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