Brands like Hyundai, Adidas, e.l.f. and Tecovas are investing in short films, documentaries and original entertainment designed around a simple idea: make something people actually choose to watch.

In the first episode of NOT AN AD, we explore the rise of branded entertainment, why traditional advertising is fighting harder for attention, and what happens when brands begin thinking less like advertisers and more like studios.

We look at how story can create cultural relevance, why a branded film isn’t simply a longer commercial, and the question that should sit at the center of every branded entertainment project:

If you removed the logo, would people still choose to watch?

Film. Brands. Culture.

NOT AN AD — A Caldera Films Series