INNOCEAN partners with ACFM on film initiative

Under the programme, filmmakers from around the world will submit original proposals that interpret participating brands through their own creative vision

INNOCEAN has launched Cinema by Brand, a global initiative that connects brands with filmmakers to develop and produce original film content. Created in partnership with the Asian Contents & Film Market (ACFM), the platform aims to expand branded storytelling into the entertainment industry through an annual development and production programme.

The initiative was announced ahead of the Busan International Film Festival, where ACFM serves as Asia's largest content market. It is designed to bring together brands and filmmakers to create films that prioritise storytelling and entertainment rather than traditional advertising.

Annual platform links brands and filmmakers

Under the programme, filmmakers from around the world will submit original proposals that interpret participating brands through their own creative vision. Selected projects will typically enter a production period of at least six months and could be released in cinemas or on global streaming platforms from summer 2027.

The year-long initiative covers brand selection, creator briefings, project development, production and distribution. INNOCEAN said the platform is intended to support long-term intellectual property development while providing brands with additional content opportunities.

Night Fishing serves as proof of concept

The initiative builds on the success of Night Fishing, the short film produced by INNOCEAN with Hyundai Motor Company. The 13-minute production became Korea's first branded film to receive a paid theatrical release and told its story entirely through cameras mounted on a vehicle.

The film attracted 46,000 paying cinema audiences in South Korea and received international recognition, including the Grand Prix at Cannes Lions 2025 and the Best Editing Award at the Fantasia International Film Festival.

Partnership opens access to global creators

ACFM brings together film professionals from 55 countries. Through the partnership, INNOCEAN will work alongside participating brands, ACFM and the Producers Guild of Korea to evaluate project proposals.

Submissions will be assessed on originality, artistic quality, interpretation of the participating brand, production feasibility and budget suitability. INNOCEAN said the platform will provide brands with access to a broader pool of international directors and production approaches than conventional branded film projects, allowing multiple creative concepts and budgets to be considered before production begins.

www.innocean.com

www.acfm.kr

Follow Marketing Report on LinkedIn