“Influencer Campaign”

Are you still reading? Did I lose you? I have the same reaction when I hear these words. My gag reflex kicks in.

So when I was asked to create an influencer campaign for the X5, Samsung’s portable hard drive (stay with me), I devised a way to work with an influencer who actually...does stuff.

Director Vincent Peone (Netflix, College Humor) agreed to direct, appear in and promote an ad that showed how he used the X5 on set, while simultaneously shooting a short film featuring a post-apocalyptic world overrun by giant, mutant cats. In essence, he made a film within a film (whoa).

Both of the films and the associated social posts generated interest in an otherwise staid product, while appealing to the intended audience of filmmakers and editors.