Jordan P. Kelley, Content Director, BrandStorytelling
In the ever-evolving landscape of brand-funded content, there's a discernible shift towards narratives that not only resonate with a brand's values but also make an impact in their respective fields. This evolution, at its best, can result in compelling storytelling that intersects with and is informed by brand ethos, producing content that entertains, inspires, and informs. It's within this dynamic milieu that Indeed's Rising Voices program emerges as a beacon of innovation and opportunity.
Indeed's Rising Voices, in collaboration 271 Films and alongside Emmy Award-winning writer, creator, and actor Lena Waithe's Hillman Grad Productions, has produced 30 short films over the program's three seasons and is currently in production on season 4. The program, at its core, underscores a truth that often goes overlooked in the entertainment industry – that although talent knows no bounds, ultimately, opportunity often does. In response, Indeed's mission through its Rising Voices initiative is dedicated to nurturing and amplifying the voices of BIPOC filmmakers, providing them with a platform to share their stories and perspectives.
Each season, ten filmmakers are chosen from a pool of applicants to embark on a creative journey with a singular theme, season three's theme being "the future of work." Indeed's conviction that the world can work better propels this initiative forward, advocating for inclusivity and equity well beyond the completion of the filmmakers' work. What sets Rising Voices apart is that it is more than just a vehicle for brand storytelling; It's a conduit for empowerment, equipping promising filmmakers with the tools and resources to craft impactful narratives, and thus demonstrating through action the brand's commitment to aiding people in successfully finding and taking the next step in their careers.
BrandStorytelling recently hosted Jessica Wolfson, Executive Producer at Indeed Creative, and Doménica Castro, filmmaker and Co-Founder of 271 Films, at SXSW to learn more about Rising Voices. Here, both Wolfson and Castro delve even further into the genesis, endeavors, and outcomes of the Rising Voices program. From the value of entertainment mentorship to the seamless fusion of commercial and narrative storytelling, the pair discuss what it truly takes to build an apparatus that not only results in compelling films from compelling artists, but also catalyzes change and speaks volumes about the supporting brand's values:
Can you start by better helping us understand what Rising Voices is and how it came to be?
Jessica Wolfson: In 2021, in the wake of the Black Lives Matter protests and the murder of George Floyd, Indeed's Rising Voices was created to uncover, invest in, and share stories created by BIPOC filmmakers around the topic of work. The original conception was to invest $1 million (the cost of a TV ad) in 100 filmmakers, giving them $10,000 each. However, after partnering with Lena Waithe and her production company Hillman Grad, they suggested a better idea would be to give 10 filmmakers $100,000 each to fully finance a short film, provide mentorship, and career advancement. At Indeed, we know that talent is universal but opportunity is not, and Rising Voices is a way to find parity within Hollywood and give opportunity to a community who have historically struggled in this industry.
Doménica Castro: Indeed's quote, "Talent is universal but opportunity is not," serves as the core tenet for Rising Voices. It's a career accelerator to empower, mentor and invest in 10 BIPOC filmmakers annually, providing them with mentorship and a $100,000 budget per short film. Each film is an opportunity for the directors to showcase their talents by bringing new ideas and meaningful stories with personal angles that surround society's relationship to work. 271 Films created a framework that would guarantee the films' execution, quality and overall safety while also supporting the filmmakers to be ready for their next job. Drawing upon our wealth of experience, extensive network, and close ties to independent filmmakers, we have established an infrastructure akin to that of a mini studio for Rising Voices alongside Hillman Grad.
How do all three entities involved work together?
JW: Our partnership with Lena Waithe, Hillman Grad and 271 Films is the backbone of this program. We collaborate with them to choose the top 10 scripts (out of over 700 applications) but then rely on their production expertise to deliver high quality films. They act as the production studio closely working with the filmmakers every step of the way. Indeed supports that effort through our promotion and distribution of the films.
DC: We are a real partnership and are synced on what we are hoping for the seasons. There is a real mission to help tell stories that represent the humanity of people, and the important role that work plays in our lives. It's a beautiful thing that we get to see these stories come to life from BIPOC directors.
We are all involved in the selection process. Once we collectively select the filmmakers, Indeed trusts Hillman Grad and 271 Films to carry out the mentorship and production, and post-production of the films. Then Indeed does an amazing job at getting the films seen starting with a fantastic premiere at Tribeca and beyond!
Rising Voices is at its core a film mentorship program and career accelerator, making it much more than just a grant. Can you talk about the difference?
JW: We don't just hand the filmmakers a check and say see you in June at Tribeca Film. Hillman Grad and 271 Films are very hands-on with each production, providing writing and directing mentorship and production support. The timeline for the program is very tight, about 5 ½ months from acceptance to delivery, so it's almost like a grad school bootcamp. We see these films as a calling card to help advance the filmmakers' careers, helping them build a body of work and a track record to get their next job. Our directors have gone on to direct shows for Netflix, Disney+, receive Sundance Film Fellowships and turn their Rising Voices shorts into features. But it is not just the director, each production has dozens of crew and cast who are also impacted by Rising Voices and benefit from the job opportunities and career enhancement of the program.
DC: Rising Voices is a career accelerator and together 271 FIlms, HiIllman Grad and Indeed, are a system of support for BIPOC independent filmmakers on the rise. Rising Voices mentors and prepares the filmmaker for the job and we activate a two-network effect: mentors and peers. What we're doing here is a collective focused effort to curate and support a specific group of filmmakers based on their achievements and help elevate their potential reach. This work then creates a path of new opportunities for the writers, directors, cast and the crew. Ideas rely on great execution. 271 Films is particularly involved in making sure that the execution of the idea in the film is properly carried out by providing comprehensive support to the filmmakers throughout every step of the production and post-production process so that their ideas and talents can be elevated, celebrated, and heard.
How has the program been effective for Indeed as a brand? How would you say it aligns with indeed's function as a job website?
JW: As the #1 matching and hiring platform in the world, Indeed's mission is to help ALL people get jobs and we are very focused on helping job seekers facing barriers get jobs. We are incredibly proud that Rising Voices continues to break down bias and barriers found within the film industry. Over 2500 jobs have been created over the past 4 seasons of Rising Voices and this number continues to grow.
Skills Based Hiring is important for Indeed as well, focusing on a job seeker's skills rather than the pedigree of a college degree. When choosing the 10 Rising Voices filmmakers we look at their original script and work sample but do not ask for a CV or where they went to school. We select them based on their skills, not their connections.
How do Rising Voices films tie back to Indeed's mission as it relates to the brand's values?
JW: The Rising Voices films are about the meaning and the future of work that is reflected in the filmmakers' own communities. This is often a very different perspective from the academic, erudite conversations happening in Davos and in Keynesian circles. The amazing films that have come out of the Rising Voices program have included stories about families, LBGTQ relationships, AI, a visually impaired photography community, loneliness and isolation caused by social media and remote work, baseball, and even a musical about a toxic work environment.
Indeed chose filmmaking because stories are one of the most powerful tools we have. Stories can bring awareness to issues. Stories can create empathy. They can break down barriers. Stories can inspire change.
How has Indeed's Rising Voices program approached brand storytelling?
JW: We like to refer to the Rising Voices films as Branded Non-Branded work. Unlike other branded content we create, Indeed's involvement in the storytelling and production ends after selecting the filmmakers and their scripts. We put our full trust in our production partners Hillman Grad and 271 Films to deliver the best possible product. Beyond "Indeed Presents" at the top of the films we don't require any other branding or logos.
At the same time, we use the Rising Voices program to help shift Indeed brand perceptions amongst the labor force as well as measuring impact on Brand of Choice and Unaided Consideration. Cinema has been at the forefront of our media plan, primarily driven by ScreenVision Media. This will be our third year to include cinema within the Rising Voices distribution plan. The program trailer and full films are shown during the preshow of summer blockbusters in over 50 theaters across the US. This not only gives the films and the program incredible exposure but also Oscar qualifies them for Best Short Film. In season 3 we ran an Oscar campaign for four of our films, garnering many awards and press for the films and the program.
DC: From where we stand it's clear that the focus of Indeed's Rising Voices program is not on the brand but rather on a brand value, and when that is a point of focus, the possibilities to create a shared value are universal and powerful.
What do you think Rising Voices says about Indeed's impact in the film industry?
JW: As we see DEIB+ programs get cut from all sectors, we hope that Rising Voices will establish a model on how to give underrepresented talent opportunities within the filmmaking industry and beyond. We want to make this practice a norm, not an exception.
DC: What Rising Voices says about Indeed's impact in the film industry is that they really do stand by what they say - They help people get jobs!
On our Rising Voices sets people grow and excel in their craft and prepare in a real way for the job. There's a system of support that extends beyond the filmmakers, it expands to the producers, AD's, department heads, and creates an atmosphere that welcomes learning and exploration in a safe and professional way.
Learn more about Rising Voices at risingvoicesfilms.com.
No comments:
Post a Comment