What film festival marketers look for in an agency
By the time the integrated content and production agency Superbloom pitched the Sundance Institute, the nonprofit knew it had to embrace a social-first marketing strategy.
The content agency has an integrated production studio and outsources work to its community of about 300 entertainment industry professionals in various roles. Benay already knew Dunlap, from when the two worked together at creative agency 72andSunny.
“One of the founding principles of Superbloom was for us to take an entertainment-first approach to solving advertising challenges for brands,” Dunlap told ADWEEK.
The agency’s hiring practices illustrate how advertising and filmmaking are converging. For instance, Superbloom’s head of brand content, Adam Milano, who previously worked at entertainment houses Live Nation Entertainment, and Sony Pictures Entertainment.
Superbloom successfully pitched the Sundance Institute’s business. Benay liked that the agency had experience in both the marketing and entertainment industries, its connection to a large freelance creator community and its integrated production studio concept.
Over six festival days, Superbloom created more than 20 pieces of content. Three ran each day across Instagram and TikTok. “You’re dealing with snow, you’re dealing with Park City … But we had some tools,” Dunlap said.
He’d built a custom team with these challenges in mind. Winter Dunn, an independent film director who has presented films at other festivals, was Superbloom’s showrunner during the festival.
“Look, I love change. Personally, I think you evolve or die. We just have to keep thinking about how we can do things differently,” said Benay.
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