I’ve recently been pontificating about Branded Content so let’s take a look at some of my real world experience.
In 2004 I performed one of my last official gigs as a Lead Editor helming the post side of N!ke B@ttlegrounds Season 2. The series was directed by the inspired Derek Cianfrance whom I had worked with before. Actually the whole crew was insanely talented. Shout out to Jim Helton, Ron Patane, Jonah Moran, Malcolm Hearn, Paul Bozymowski, Bill Winters, Rich Kleiman, F@t Joe, @radical.media, and JWT. At the time this series set the standard in televised Branded Content. Hugs and hi-fives to all involved.
Our basic approach to the series was stylized vérité or as I called it Nasty But Classy. I had long used the term to identify my set of rules that I preached as Lead Editor. I lifted the phrase from Brooklyn boxer Zab Juda who was featured in the first episode of E5PN’s The L!fe, my first series as Lead Editor. Of course Derek’s strong visual style and personality inspired a new iteration of Nasty But Classy and there are more experimental elements at play here – particularly towards the end of the episode.
Below is the 1st episode of the 2nd season of N!ke B@ttlegrounds. For this season, the search for the best one on one street-baller stretches beyond America and goes worldwide.
First up: NY vs. SPAIN. FIGHT!
Read more posts from Michael Warren on his blog.