Vistan (heart) with Barreto and Nicholas Saputra
Think about making a drama collection for a world viewers—with an all-star solid and content material at par with Ok-drama blockbusters—with out worrying concerning the bills, because the tab will probably be picked up by client manufacturers which are adroitly woven into the storyline.
Filipina filmmaker Corinna Vistan, previously primarily based in Hollywood as a content material producer at Marvel, did simply that and extra when she created the 2024 TV miniseries “Secret Ingredient,” a landmark partnership between Hong Kong-based streaming platform Viu and client large Unilever.
Cannes Company Media & TV Awards (and afterward Asian Academy Awards) feted this challenge because it grew to become a shining instance of how filmmakers and entrepreneurs can come collectively to craft tales that each improve the narrative and align with model values, with out feeling compelled or misplaced.
READ: Julia Barretto impressed by her ‘Secret Ingredient’ character to depart consolation zone
Apart from the collection successful “Greatest Branded Content material” and “Greatest Ensemble Forged,” Cannes summoned Vistan in September final yr to ship a lecture on the progressive funding construction of Secret Ingredient.
Article continues after this commercial
The six-part miniseries tells a love story between a South Korean chaebol inheritor Ha Joon, performed by Sang Heon Lee (star of Gran Turismo and XO, Kitty), and Maya, a gifted Filipina chef performed by Julia Barreto, a subordinate of well-known Indonesian chef Arif, performed by Nicholas Saputra.
Article continues after this commercial
Ha Joon offers up his whole luxurious life in Seoul to pursue Maya, a childhood pal he had misplaced contact with however who now not acknowledges him in current day.
As lots of the scenes are set within the kitchen of Chef Arif’s restaurant in Jakarta, the collection entails quite a lot of cooking and is thus in a position to imbed Unilever merchandise.
“Conventional fashions of financing are altering, and types are stepping up as key companions within the improvement of latest media,” says Vistan, sharing with Sunday Biz excerpts from the lecture.
Julia Baretto getting ready for her position as chef Maya
“The rise of streaming companies, adjustments in promoting consumption and the explosion of branded content material have opened new alternatives for manufacturers to turn out to be direct financiers of inventive tasks,” she says. “This makes filmmakers a beautiful companion for manufacturers wanting to succeed in audiences in a extra partaking, natural approach.”
Manufacturers now perceive that viewers are skipping advertisements or avoiding them altogether, particularly with the proliferation of on-demand content material, she provides.
“It was a monumental challenge for Viu in partnership with Unilever as a result of it was the primary case research we’ve completed that showcased how content material can marry branded integration so long as you’ve nice storytelling at its core,” Viu Philippines head of content material Garlic Garcia says in an e-mail interview.
“This main worldwide recognition from Cannes affirms the success of this groundbreaking model collaboration between Viu and Unilever, that reinforces how one can at all times discover a approach for a model to shine with out letting it disrupt the viewer expertise and that is what we need to present to potential manufacturers which are in search of other ways to advertise their services,” Garcia provides.
Garcia says one success issue right here is that the present highlights one of the best of the Philippines and Indonesia, two of essentially the most populous international locations within the area. “We tapped A-list celebrities that had been homegrown so as to add to the star issue of the present,” she notes.
Saputra, for example, is claimed to be Indonesia’s model of Piolo Pascual.
“Second, we capitalized on the Ok-wave affect and tapped a South Korean director and author to helm the present with breakout star Sang Heon Lee additionally to steer it,” she provides.
What makes it work
Delicate promoting in movies or TV collection isn’t actually one thing new. Assume Mattel’s Barbie movie (2023). Nearer to residence, tycoon Henry “Massive Boy” Sy Jr. produced in 2011 the comedy flick “Who’s that woman?” starring Anne Curtis as a technique to promote residential condominium developer SM Improvement Corp. Different manufacturers had been likewise showcased within the film.
However Secret Ingredient is the primary time {that a} fast-moving client items firm like Unilever got here in to assist a whole collection to imbed a number of manufacturers in a multinational manufacturing led by a Filipino showrunner.
It opens the doorways for creators to carry their visions to life with out relying solely on studios, networks, or streaming platforms.
However how can entrepreneurs, filmmakers or storytellers seamlessly combine manufacturers into these narratives with out interrupting the circulation, disrupting authenticity, or most significantly, alienating the viewers?
Korean actor Sang Heon Lee attempting some Filipino meals beside Corinna Vistan (rightmost) —Contributed images
Vistan shares just a few ideas:
1. Begin with the story: The narrative comes first. At all times.
All of it begins with an idea: what the film will probably be about that the creator can pitch to financiers.
Secret Ingredient is about childhood pals who discovered one another by meals and have become resort cooks as adults.
“So while you see them prepare dinner utilizing the (Unilever) merchandise, hindi pilit (it isn’t one thing compelled into you),” says Vistan.
2. Know your viewers: Perceive what resonates with them emotionally and align the model with these parts.
Right here, the primary goal demographic base is that section of girls, together with moms, who love Ok-dramas. However it has to return with a Southeast Asian ingredient. The story takes place in Jakarta, Indonesia, and Manila, however every thing was filmed in Manila. Ayala Tower 2 was used because the capturing location for the fictional chaebol workplace.
“The pull is the Korean ingredient; that’s the anchor,” Vistan says.
3. Delicate however seen: Strike a steadiness between making the model noticeable however not intrusive.
“In putting a steadiness between subtlety and visibility, and making certain the model enhances slightly than detracts from the story, we are able to create compelling, immersive content material that resonates with viewers whereas serving the model’s aims,” Vistan says.
“Storytelling is about connection—between the creator and the viewers, between characters and their world.”
As a companion, Unilever gave Vistan’s crew the liberty to execute their inventive imaginative and prescient.
“They trusted us, gave us inventive freedom, and simply mentioned now we have to work with a Korean author and director,” Vistan recollects.
The crew would ship the script to Unilever however solely provided their inputs when their manufacturers appeared.
4. Create a world the place the model belongs: The model ought to really feel like a pure a part of the atmosphere, characters and plot.
“Unilever had recipes they needed to focus on. The objective was to indicate these recipes so when viewer watches it, they may get hungry and need to prepare dinner,” Vistan says.
Vistan’s crew labored with six Unilever manufacturers , together with two which are identified within the Philippines: Woman’s Alternative and Knorr (4 are Indonesian manufacturers).
“On the time the present went out, gross sales went up for these forms of merchandise,” she says.
Within the Philippines, the present ranked No. 1 on Viu’s platform on its fifth and sixth week, and in addition topped the rating in Indonesia.
Your subscription couldn’t be saved. Please strive once more.
Your subscription has been profitable.
As soon as the partnership was finalized, capturing started in January final yr. By Might, the collection began streaming.