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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
BRANDED CONTENT CAMPAIGNBRIEF JANUARY/FEBRUARY 2013 Tw o heads are betterer than one THE FIRST THING DAVE JANSEN did was find someone capable of grow- ing that type of creative industry facial hair that skirts that line between beard and stubble. Nick Boshier joined as a creative partner, bringing with him absolutely NO experience in brand- ed entertainment. What Boshier did have however was success with a 90 second cartoon about a whale, and a series of videos on Youtube about a degenerate character whom; although hugely successful, will remain nameless. More importantly, he came with two important philosophies: 1) don't wait for anyone to start creat- ing, and 2) collaborate, and you'll be able to make more, and even better stuff. So, an interesting partnership was formed, along with the philosophy that would drive Infinity Squared. Says Jansen: "If it was just Bosh running the show, the place would chaotic. There'd be 42 meetings a day and 32 projects in production... yesterday. We'd have pool parties twice a day and androgynous tat- tooed humans hanging from meat hooks in our foyer. "If it were just me, Infinity Squared would be clean and well run. We'd have good coffee, and a few photos of Mykonos on our clean white plaster walls. We'd engage in light intelligent conversa- tion about current events, and the occasional rugby league related joke would be cracked. "Bosh and I are an odd yet very healthy business collaboration. We're a good check for each other as one of us, without the other, would be either massively impracti- cal, or intensely boring. "We learned very quickly that with wanting to do something spe- cialized, we'd need to approach our business model in a different way to a traditional production company and we'd have to spend time edu- cating the market. "We'd need to prove our ability to write, develop and execute and so we just started making stuff. We funded a web series called From Nothing, which saw three best friends travel around Australia with no money, no plans... wearing polyester suits and salmon coloured ties. Besides being something fun for us all to work on -- it started to shape our production model. "We could produce more content with smaller, nimble teams that were multi-skilled in everything we did, then being flexible in post to craft the narrative. Most important- ly, we would collaborate. "As a result, we are now a busi- ness that can fit into any part of the process. Working with lots of differ- ent clients. We write, we develop, we produce, we consult, we do post, we distribute. We have rela- tionships with broadcasters, Google /YouTube and through Nick, access to the insanely talented glob- al online creative community. "We noticed that creatives, like everyone else on the planet earth, had no time on their hands. We fig- ured we could help plug in writers / creators to collaborate and aid the process, to help drive great, great stories from great ideas. This worked fantastically well with MTV and Droga5 when creating Meme, Myself and I for Cadbury Boost. "We do not tout that we know brands as well as any agency. Agency creatives are genius at understanding what their brands need and want. Our writers work brilliantly when they're given a great idea to work with. "One of the vital aspects of our business that has allows this model to flourish is having a hugely sup- portive creative environment -- where creative souls can come and When Infinity Squared opened its doors for business in mid 2010, a huge challenge lay ahead of founding partner Dave Jansen. He wanted Infinity to be a company that focused entirely on creating entertainment with brand dollars (not ads). The strategy was simple enough: start creating entertaining work and connect with like- minded creators to do so. go as they please, to the point where Infinity HQ is riddled with writers, directors, actors, illustrators and YouTubers from all genres and styles. We have a hugely supportive environment and urge our staff and partners to follow their dreams. We know the value of supporting staff, and helping them to devel- op their natural talents, so we actively encourage them to cre- ate and be prolific. In fact, our staff are becoming our creative partners on their own projects, which is brilliant! "We have made almost every mistake there is to make in the first three years of starting the business. Having made so many mistakes and having those req- uisite character building, yet, nail biting times, we're now more robust than ever, and healthily growing year on year. "The next year is going to see some exciting diversification of Infinity Squared. We're bringing on some new strategic partners, releas- ing new products by leveraging influential YouTubers / Creators, and developing a series of exciting new projects. "One of the more excellent things on the horizons are the ilk of cre- ative peeps we're collaborating with and bringing into our content oper- ations. For example, one of Australia's most exciting writers, directors and creators Daley Pearson (The Strange Calls -- ABC) will be working with us on select story-based brand funded projects. His capacity to be odd yet norma- tively crystal-clear is second to none - and the marriage of his charm and the correct brand is going to yield not only a lovely experience, but stone cold brand success." Cadbury Boost - with Droga5 and MTV McDonald's 'Man's Mans Guide' - with OMD Fuse Dave Jansen, Managing Partner of Infinity Squared
CBAT NOV DEC 2012
Campaign Brief May-June 2013