Who's mcqueen picture becomes Mcqueen Films

Commissioned films and in-house productions under one brand umbrella: Mcqueen Branded will be responsible for commissioned films in the future, Mcqueen Film & TV for non-fictional and fictional material. The cooperation with the Berlin-based name partner will be dissolved.

The merger of the two film divisions under the Mcqueen Films brand umbrella is intended to be more than a mere name change: Advances in digital technologies and the growing importance of social media are also opening up new avenues and synergies for the film industry.

The advertising film, the supreme discipline for emotional brand messages, is thus visibly becoming multidimensional: genres are merging, new ones are emerging - and the commissioned film is moving closer to the non-fictional and fictional genres. This is where Mcqueen Branded, led by executive producer and partner Clemens 'Kalle' Petersson, comes in: "No matter in which constellation you come together for a project, trust in the idea and in the respective professional partners are crucial for its success." The buzzword at Mcqueen Films is not digital content, but branded, "because that offers much more freedom than just being in the digital field and being stuck with the pragmatic term 'content'."

Mcqueen Branded wants to expand these genre boundaries. This is not a farewell to commercials; on the contrary, the aim is to fully exploit the possibilities offered by a good idea and make it available to a wider range of media and platforms.

Awards for "Piste color

One example of this was Swisscom's "Pistenfarbe" campaign, which produced a wide range of films for a wide variety of platforms and media - and not as an offspring of a main film: each one was perfectly tailored to the respective target audience. For this, there were no less than six other awards at this year's ADC Awards, in addition to the single campaign cube.

The in-house production department has already produced some remarkable productions and wants to further establish itself on the market. Philipp Petersson takes over as executive producer. Recent productions point to the various dimensions that Mcqueen Film & TV will pursue and further develop in the future:

The production involvement in the short film "Tala'vision" brought the production house the Student Oscar in Gold and made it to the final round of the Academy Awards Nomination along with numerous other festival prizes.

The long-term study "Until We Talk" is now in post-production after a final shoot in June. The film paints a very intimate picture of the extraordinary friendship between Bassam and Rami, whose daughters were killed in the seemingly endless Israeli-Palestinian conflict.

Doc series "X-Patriot": Trump supporter travels through Europe

Filming of the pilot for the docu-series "X-Patriot" was recently completed. The charismatic mix of comedy, drama and documentary accompanies a Trump supporter on his politically pointed journey across the European continent to show his 78 followers in the U.S. the "socialist hellscape of Europe". Motivated by the fractured political climate, X-Patriot campaigns to mediate and promote mutual understanding.

For strong brands and their core messages, Mcqueen Film & TV also offers the possibility of combining projects of socio-political relevance with a format other than the 30-second commercial: For example, IWC's cinematic campaign "Born of a Dream" demonstrates how the shoulder-to-shoulder relationship between branded and film &TV generates added value for a brand.

"There is a lot of potential in this area for brands that don't just want to quickly trumpet how climate-conscious or socially responsible they are - but actually live their attitude and the values associated with it. Because the stories that real life writes still touch viewers the most deeply," says Philipp Petersson. For Mcqueen Films, this closes the circle between Film & TV and Branded - and the shared trust in an idea.

On Friday, the repositioning and relaunch of the webpage was first celebrated at a summer party.