'Impact' Shop Picture Motion Expands Into Theatricals, Consumer Brands: Adds Campaign Strategist

Picture Motion, a new kind of “impact marketing” agency that began as a boutique shop promoting cause-related independent films, is expanding from its documentary roots into features, as well as more conventional consumer brand marketing, and it is bringing some strategic campaign planning talent in to help support it.

Michael Denton has joined as vice president of campaign strategy and will focus on developing and executing social action campaigns for film and other media-related projects.

Denton, who joins from executive director and CEO of Code/Interactive, a non-profit mentoring students from underprivileged communities to give them access to careers in technology, described his role as an “exciting time for the intersection of film and impact.”

Best known for creating social activation and event marketing campaigns promoting award-winding independent films such as “Bully,” “Fruitvale Station” and “Lion,”  Picture Motion has begun working on more mainstream theatricals, including "The Zookeeper's Wife,”’ "Miss Sloane," and series such as Shonda Rhimes and Norman Lear produced "America Divided."

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According to founder-CEO Christie Marchese, the shop is beginning to work directly with consumer brands utilizing films in content marketing or sponsorship strategies. It recently executed brand-based campaigns for Red Bull’s “Blood Road” and for Dick Sporting Goods’ sponsorship of “Keepers of the Game.”

The common principle, she says, is leveraging media to drive “social change and making and impact through their film campaigns.”
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