Vistan (middle) with Barreto and Nicholas Saputra
Think about making a drama sequence for a global viewers—with an all-star solid and content material at par with Ok-drama blockbusters—with out worrying concerning the bills, because the tab might be picked up by shopper manufacturers which can be adroitly woven into the storyline.
Filipina filmmaker Corinna Vistan, previously based mostly 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 shopper large Unilever.
Cannes Company Media & TV Awards (and afterward Asian Academy Awards) feted this mission 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
Except for the sequence successful “Greatest Branded Content material” and “Greatest Ensemble Forged,” Cannes summoned Vistan in September final yr to ship a lecture on the revolutionary funding construction of Secret Ingredient.
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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 proficient Filipina chef performed by Julia Barreto, a subordinate of well-known Indonesian chef Arif, performed by Nicholas Saputra.
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Ha Joon provides up his total luxurious life in Seoul to pursue Maya, a childhood pal he had misplaced contact with however who not acknowledges him in current day.
As lots of the scenes are set within the kitchen of Chef Arif’s restaurant in Jakarta, the sequence entails loads 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 growth 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, modifications in promoting consumption and the explosion of branded content material have opened new alternatives for manufacturers to turn out to be direct financiers of artistic tasks,” she says. “This makes filmmakers a gorgeous associate for manufacturers wanting to succeed in audiences in a extra partaking, natural manner.”
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 mission for Viu in partnership with Unilever as a result of it was the primary case research we’ve accomplished that showcased how content material can marry branded integration so long as you might have 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 all the time discover a manner 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 can be searching for other ways to advertise their services,” Garcia provides.
Garcia says one success issue right here is that the present highlights the very best of the Philippines and Indonesia, two of essentially the most populous nations 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 alleged 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 sequence isn’t actually one thing new. Suppose Mattel’s Barbie movie (2023). Nearer to dwelling, tycoon Henry “Large Boy” Sy Jr. produced in 2011 the comedy flick “Who’s that woman?” starring Anne Curtis as a method to promote residential condominium developer SM Growth Corp. Different manufacturers had been likewise showcased within the film.
However Secret Ingredient is the primary time {that a} fast-moving shopper items firm like Unilever got here in to assist a complete sequence to imbed a number of manufacturers in a multinational manufacturing led by a Filipino showrunner.
It opens the doorways for creators to deliver 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 making an attempt some Filipino meals beside Corinna Vistan (rightmost) —Contributed pictures
Vistan shares a couple of ideas:
1. Begin with the story: The narrative comes first. At all times.
All of it begins with an idea: what the film might be about that the creator can pitch to financiers.
Secret Ingredient is about childhood buddies who discovered one another via meals and have become lodge 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 component. The story takes place in Jakarta, Indonesia, and Manila, however every thing was filmed in Manila. Ayala Tower 2 was used because the taking pictures location for the fictional chaebol workplace.
“The pull is the Korean component; that’s the anchor,” Vistan says.
3. Delicate however seen: Strike a stability between making the model noticeable however not intrusive.
“In putting a stability between subtlety and visibility, and making certain the model enhances reasonably than detracts from the story, we will create compelling, immersive content material that resonates with viewers whereas serving the model’s goals,” Vistan says.
“Storytelling is about connection—between the creator and the viewers, between characters and their world.”
As a associate, Unilever gave Vistan’s crew the liberty to execute their artistic imaginative and prescient.
“They trusted us, gave us artistic freedom, and simply mentioned now we have to work with a Korean author and director,” Vistan remembers.
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 surroundings, characters and plot.
“Unilever had recipes they needed to spotlight. The purpose was to point out these recipes so when viewer watches it, they’ll get hungry and need to prepare dinner,” Vistan says.
Vistan’s crew labored with six Unilever manufacturers , together with two which can be identified within the Philippines: Girl’s Selection and Knorr (4 are Indonesian manufacturers).
“On the time the present went out, gross sales went up for these sorts of merchandise,” she says.
Within the Philippines, the present ranked No. 1 on Viu’s platform on its fifth and sixth week, and likewise topped the rating in Indonesia.
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As soon as the partnership was finalized, taking pictures started in January final yr. By Might, the sequence began streaming.
