Observatory: Branded Entertainment

Observatory creates campaigns which revolve around original entertainment (short films, TV shows, feature films, music, live experiences) and/or partner with existing entertainment properties. We do this for both established brands whose TV budget is growing less-efficient as TV moves to subscription streaming and fewer ads, and for newer brands expanding from Performance and Shopper into their first upper-funnel activity.

1-866-Punchline

Taking its "Netflix Is a Joke" mantra to funny new heights, the streaming service has engaged three stars from its comedy specials—Wanda Sykes, Fortune Feimster and Aparna Nancherla—for a "Punch Line Hotline." Harkening back to telephone-marketing tropes of the '80s and '90s, the initiative, developed with creative shop Observatory, touts the latest limited-batch, Netflix-themed flavor from Ben & Jerry's. That co-branded offering, dubbed Punch Line, mixes brown-butter-bourbon and almond ice cream with roasted almonds and cherries.

Masterclass

We partnered with the online education platform to branch out with its first, full-fledged brand campaign with Conde Nast Artistic Director and Vogue Editor-in-Chief Anna Wintour as its frontwoman. The campaign showcases not just Wintour’s image, but her words too, all of which are pulled directly from her own MasterClass video on creativity and leadership. The campaign is meant to speak to what its entire roster of instructors is about, “showing up and being a boss, whether that be in business, music, writing, acting, cooking or sports.”

Chipotle

As part of the Cultivate A Better World Campaign, we released "Back To The Start," an animated film on the food industry's state of sustainable farming. Directed by Nexus Studios' Johnny Kelly, the stop-motion short follows a farmer's life as he gradually shifts his family farm into an industrial animal factory before recognizing the errors of his ways and opting for a more sustainable future. The film's soundtrack features a reimagining of Coldplay's "The Scientist," as sung by country music legend Willie Nelson.

The Day Sports Stood Still

The Day Sports Stood Still is a feature-length documentary that tells the story of the unprecedented sports shutdown in March of 2020 and the remarkable turn of events that followed. Emmy®-winning director Antoine Fuqua (HBO’s “What’s My Name | Muhammad Ali”) will chronicle the abrupt stoppage, athletes’ prominent role in the cultural reckoning on racial injustices that escalated during the pandemic, and the complex return to competition in the summer and fall.

At the center of the film will be the first-person account of NBA All-Star and NBA Players Association president, Chris Paul. An executive producer on the project, Paul, the point guard for the Oklahoma City Thunder, will relive his entire experience from being in the middle of the first game to be stopped on March 11, 2020 against the Utah Jazz, to suddenly living in quarantine, to his crucial role in helping re-open the NBA safely to playing in “the bubble.”

Wheelin and Dealin

When the Netflix team engaged us around their new content “The Crew” and their new partnership with ABInBev’s Busch, the question was what would best compliment the release of their new show. We at Observatory decided the best way to highlight “The Crew” would be to make an “Office” style rockumentary. What followed was a 5 minute piece using unique talent to talk about the legend of “Bobby Spencer.”