CNN recently kicked off a six-part branded content series by launching the first brand film produced by CNNIC's award-winning in-house studio Create.

This first film portrays one of the most successful DJ duos and electronic music producers in the world, Dimitri Vegas and Like Mike. Set against the backdrop of one of their concerts in Norway, the Belgian brothers recall how they became leaders in their field, reflecting on their passion and the relationship with their audience.

This and the other upcoming brand films produced by Create are shot and edited for global distribution on a mix of CNN International’s platforms across TV, digital and social, as well as Great Big Story. They will also be featured on BMW’s central brand website.

By focusing on the personal stories that drove exceptional individuals in their field to inspire modern society, each film in the series aims to embody core leadership values of BMW. These include:
  • responsibility
  • inner strength, and
  • independence.
Later in 2020, Great Big Story, which is CNN's global media company devoted to cinematic storytelling, will launch a sponsored editorial series comprising five micro-documentaries that put the spotlight on inspiring women and men who created their social impact on leading by example.

The first film, which is scheduled for May, will introduce the double-life of Brandon Tory. Talented in tech, while being a gifted emcee, Brandon successfully navigates working as a senior AI engineer at Google by day and as a successful hip-hop artist at night.

Each film will run across Great Big Story's platforms and social accounts, while distribution will be enhanced using WarnerMedia's Launchpad technology to reach defined audiences across social media.

"All the best partnerships are based on common values, and I am delighted that this is the case with this exciting new project with BMW," says Cathy Ibal, senior vice president, EMEA, CNN International Commercial.

"As leaders in our respective fields, we honor and value those talents and characters that are portrayed in the films as they change our society for the better," adds Ibal.

"Powerful, emotional storytelling from Create and Great Big Story will have a prominent stage as we distribute these films in smart ways across all platforms, in order to reach a truly global audience that values leadership and the stories behind it," Ibal says. 

"BMW has a long and diverse history of projects that provide platforms and stages for creative minds and bold new voices — be it in design, art, sports or engineering," says Jens Thiemer, senior vice president customer and brand BMW.

"We see it as one of our missions, and have always seen it as such, to enable and nurture transformation. These stories are the result of a perfect match between two entities that share the same values and goals," adds Thiemer.

"We are absolutely delighted that CNN and BMW work together to create these unique pieces about exceptional people who are rethinking and redefining leadership. As we are always striving for excellence, we strongly believe this partnership is a milestone for both of us," concludes Thiemer.

For more information, visit www.commercial.cnn.com or www.bmwgroup.com.