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Creating Doc-Style Content for Brands Workshop

Overview 

This three-day hands-on workshop focuses on how to create doc-style content for brands across platforms like the web, social media, and print. Over the course of the three days this workshop will feature industry speakers, case studies, and workflow guidelines, plus collaborative exercises in creative treatment / story-boarding, budgeting, and production. You will gain important presentation and marketing skills such as: creating a reel, connecting with clients, maintaining client relationships, creative pitches, and selling an idea.

This workshop is led by Elettra Fiumi, entrepreneur, journalist and filmmaker, as well as industry professionals working with clients such as J.P. Morgan Chase, Canon, Ford, Universal, and many more! Creating Doc-Style Content for Brands is geared towards DPs, directors, producers, and members of in-house production companies who want to work with brands to create doc-style and branded content.

You will come away with the practical, production, business, and marketing tools from which to create short-form lifestyle content for corporate clients, brands, advertising, branding, and content agencies.

Upcoming In-Person Workshop Dates

This workshop is not scheduled at this time.
Location: TBD

DAY 1: Getting the job

  • Understanding the landscape
  • Online presence
  • Networking
  • Identifying opportunities
  • Pitching, RFPs, proposals and decks

DAY 2: Doing the job (part 1)

  • Journalism approach
  • Building budgets
  • Deliverables
  • Contracts
  • Pre-Production
  • Production

DAY 3: Doing the job (part 2)

  • Post Process
  • After the gig
  • Q&A
  • Networking exchange of ideas and ways to collaborate

This workshop is intended for:

  • Owner/Operators
  • DPs
  • Directors
  • Producers
  • Independent Filmmakers
  • Companies & Institutions who want to create in-house video productions


Elettra Fiumi
 is an entrepreneur, journalist and filmmaker. She has worked with the BBC, MSNBC, Univision, Teen Vogue, TIME, The New Yorker, ABC News Australia, Architectural Digest, Monocle, Bustle, JWT, LS:N, Yale Medicine, Theory, Rebecca Taylor, The Kurt Weill Foundation, Fogo Island Inn, the Gagosian Gallery, the International Fine Prints Dealers Association, and The World Summit on Innovation and Entrepreneurship among others. She was raised in Florence, Italy and has degrees from the Columbia Journalism School and Mount Holyoke College.

Iris Mansour has covered startups for Mashable, Fortune and Quartz. She’s told stories about company wins, losses, origins and pivots. Iris specializes in documentary-style videos that bring company stories to life. Her videos have been nominated for a Digiday Award and one of her pieces was a finalist in the Crain’s Best Places to Work category. Iris started her career as a TV producer-reporter at Reuters TV — interviewing people like Hamid Karzai and Condoleeza Rice and covering presidential elections. She’s also written stories and made short-form documentaries for The Guardian, Time Out and Bustle.

Adventure Pants is a production company based in Gowanus, Brooklyn, led by directors Bat-Sheva Guez and Emily BranhamTheir clients include J.P. Morgan Chase, Martha Stewart Weddings, Atlantic Council, and Lincoln Center among others. With backgrounds in high-end commercial production, documentary filmmaking, and storytelling that blends dance, magic, and experimental techniques, Bat-Sheva & Emily pride themselves on creating artistic content that distills and communicates complex ideas in an emotionally engaging way.

Giuseppe Malpasso is a New York-based Italian producer, director and cinematographer. His clients include Cooper Union, Blue Note Records, Maybelline, Canon, Manfrotto, Ford, Tommy Hilfiger, Red Bull, and Lacoste. He has also worked with Italian broadcasting networks such as RAI (the largest television company in Italy), Mediaset, Sky Italia, LA7, and MTV (Italy) as well as international networks such as RTL, MTV, National Geographic International (UK), TSI (Switzerland), Seven Network (Australia), TVNZ (New Zealand), BBC (US-UK) , Discovery Channel (UK), AP Associated Press (US), Vocativ (US), MSNBC (US) and Showtime (US). His work has been showed at the Venice and Tribeca Film Festivals, and at the MOMA in New York. In 2008 and 2012, he covered much of the presidential campaign in the U.S. He won a Gold Panda for Best Cinematography at the Sichuan TV Festival in China for the documentary Last Stop on a senior community of New Jersey. Malpasso has filmed several documentaries on international artists, from the 2013 Sky Arte HD series on the Magnum photographers (episodes on Elliott Erwitt, Bruce Gilden, Steve McCurry, Thomas Hoepker) to a 2012 RAI interview with Richard Maier about and for Architecture Biennale Venice, the 2011 Nicomax documentary on the biography Dante Ferretti, Production Designer, the 2010 Aleph Film / RTSI – Swiss Television’s documentary The Emergency of Baroque, and the 2003 RAI documentary on “Moderna,” the National Gallery of Modern Art in Rome.

Josh Granger is a writer, producer, director, and editor. He is currently a partner and creative director at the creative agency A Million Neon Rainbows, which has produced award-winning promos, trailers and interstitials for major television networks (AMC, SundanceTV, FX, A&E and USA). A Million Neon Rainbows has also worked on documentary projects both feature-length (“Hard Hatted Woman”, “The Chicago Franchise: Modern Apartheid in America”) and short-form (for clients like the United Nations and Teen Vogue). Josh is also the Producer and Editor of the award-winning — and New York Times Critics’ Pick — feature documentary “Musicwood”, which has screened in festivals, on television networks and streaming channels around the world.

Michele Pew is an award winning creative director, writer and producer specializing in branded content. She has been both on the network and vendor side of the business. Michele was the Creative Director of Co-Branded Creative for A&E Television Networks for over six years. There she built compelling, multi- platform campaigns to secure and grow sales revenue by connecting and translating both client and A+E Networks brand objectives. Michele served as the brand ambassador by protecting the network voice while developing new solutions that drove client relationships and sales strategies. Clients included; Wendy’s, RAM, Hershey’s, Verizon, Toyota, Zillow, Universal and Subway.

Hannah Roodman has directed and produced short films and campaigns for Alicia Keys’ Foundation, The Malala Fund, The United Nations, UNICEF, World Food Programme and more, covering a range of social issues, including: girls’ education, food security, racial justice, and the refugee crisis. During her tenure as Managing Director for HUMAN, Hannah helped steer agency positioning, business development, and operational development, and knows firsthand the challenges and opportunities of building an agency from the ground up as well as the power of storytelling to create measurable social change. Currently, Hannah is working as a freelance marketing strategist and creative consultant on select projects and as Founder/Executive Director of BeingWith, a laboratory for exploring vulnerability through events, workshops, and games.

Vanessa Black is a New York based filmmaker, multi-media artist, and journalist.  Using a counterculture lens to examine politics,  Black’s work has been featured on National Geographic, CNN, Tribeca Film, VICE, Rolling Stone, Huffington Post, Esquire, Now This, RYOT News, Mic, Refinery 29, TeenVogue.com, Teen Vogue (print), i-D Magazine (print), BuzzWorthy, MSNBC, Upworthy, Buzzfeed, NRDC, The Guardian, BBC and more. Black’s “Be A Witness: VIACOM x Witness” projection mapping project won the 2016 Proxima DBA Award for best PSA Campaign. Her work has screened at SXSW, Chicago Museum of Contemporary Art, SoHo House New York, The Chelsea Film Festival, 5 Point Film Festival, Focus Film Festival Santiago Chile, The Environmental Film Festival at Yale, The Environmental Film Festival Washington DC, among others.  She has spoken at MCON, SoHo House New York, Thew New Yorker’s Video Consortium, VIACOM’s annual executive meeting, SoHo House New York, The Environmental Film Festival in DC, Huffington Post Live and Finding The Fabulous. Outside of her commercial exploits, Black’s docu-style storytelling celebrates real people, focusing everyday heroes as the subjects of her projects.

Alec Maxwell (a.k.a Kloss Films) is a Filmmaker/Director of fashion video since 2009, specializing in web and social media content. Kloss Films generates views and likes from the inner circle of the fashion industry. Alec works closely with top models (Gigi Hadid, Karlie Kloss, Irina Shayk and Naomi Campbell), as well as leading brands, (Maybelline, Beats by Dre, Carolina Herrera, Stella McCartney) and leading fashion publications (Vogue, W, CR Fashion Book, Models.com). 

Brit Liggett is a filmmaker and new media specialist living in Brooklyn, New York. She has a BFA in Television and Broadcast Journalism with an emphasis in Documentary Production from the Dodge College of Film and Media Arts at Chapman University in California. Brit entered the media world just as online videos started to flourish and has carved a niche for herself specializing in working with non-profits and businesses involved in social good. Brit has created video content for The Clinton Foundation, The Clinton Global Initiative, Qualcomm Incorporated, Solar Sister, The Barefoot College, Columbia University, The Washington Post, Newsweek, The International Diabetes Federation and Hivos International. Brit keeps a low profile behind the camera and crafts stories that get right to the heart of the matter. At Show the Good, Brit utilizes her years of film-focused storytelling experience to help organizations dig deep into the heart of their work. She helps organizations effectively showcase their efforts and engage the people they most want to reach.