Digiday: Marketers are capitalizing on documentary filmmaking’s golden age

In April 2019, DNA testing company 23andMe premiered its first attempt at documentary productions at the Tribeca Film Festival. A year before the company had commissioned the festival’s sibling division Tribeca Studios to produce a series of 23 documentary shorts because “the most powerful storytellers on the planet are documentarians and we believe that they could do a better job than our own marketing team as far as being authentic and true and not having the advertising spin,” said Tracy Keim, vp of consumer marketing and brand at 23andMe.


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