How do you take a brand tailored to a specific category within a gender, in this case homosexual men, and create content to tailor it to the general population of males? In this example of branded content created by Clare Munn herself, we are introduced to the story of a heterosexual man questioning his own sexuality after his serious girlfriend decides to have an open relationship. She is not only highlighting issues of male masculinity and sexuality, but also selling a product in a beautiful and stylistic way.
With this example, Clare Munn poses this question: How do you make a classic brand relevant to a new generation? The answer: The art of storytelling. Here, she highlights how women young and old can use these clothes to empower themselves, by expressing their sense of self and self-worth through movement, dance, body language and the curves of their body. They can “own” their bodies with their fluidity, their movement, all thanks to this brand of athletic wear.
Here, Clare has connected a brand’s advertisement with notions of sexual freedom, female empowerment, and an embracing of sexual identity in a society where women are simultaneously exploited and punished for exposing their sexuality.
With this piece, Clare Munn is able to capture all of the messages of empowerment contained within Maria Bello’s novel Whatever…Love is Love in only 2 minutes.
Here’s a link to another branded content video Clare Munn directed 5 years ago to explain social media platforms.
SocMe: Socialize me with technology easily and efficiently
Clare Munn and Maria Bello made an instructional short video to show people how to do things to empower themselves in less than 10 steps.