The Tribeca Film Festival, presented by AT&T, and The Atlantic — through its in-house content studio, Atlantic Re:think — have announced the finalists for the second annual Tribeca X Award. Ten finalists – 9 short films and 1 Virtual Reality project – were selected from a field of 600 entries that the initiative’s producers believe represent the best in storytelling at the intersection of advertising and entertainment from the past year.
The selected projects were created by filmmakers in partnership with a wide-ranging array of brands, including Apple, Beefeater, BMW, CHANEL, Diageo North America, Kenzo, Red Bull, Square, Visit Seattle, and YETI Coolers.
The finalists include, representing the CHANEL brand, “JellyWolf,” directed by Alma Har’el. The “feminine-spiritual” coming-of-age story told through “notes of scent,” stars Kiersey Clemons and Lisa Bonet. It’s a hypnotic mythological tale that follows a young woman who experiences scents in the form of visions and visuals inspired by CHANEL Nº5 L’EAU.
Further, courtesy of Tribeca X: CHANEL N°5 L’Eau speaks to a new woman, who are often portrayed as beautiful creatures whose only desire is to be desired. This film is to inspire young women to remember their voice and to see each other.
“JellyWolf” has been released online by i-D (“reinventing fashion films through a focus on stories, events and characters”), and is embedded below.
The winner of the Tribeca X Award will be announced during the Tribeca Film Festival at a celebration and screening of the work on Monday, April 24.
“Over the past year, branded content has grown leaps and bounds with an explosion of projects and collaborations. These finalists represent the best artist-brand pairings of the past year and demonstrate how authentic, original and creative storytelling truly rises above the rest,” said Andrew Essex, CEO of Tribeca Enterprises.
“Having partnered with some of the world’s most creative brands, Atlantic Re:think is an established arbiter of standout branded content,” said Hayley Romer, SVP and Publisher of The Atlantic. “It’s exciting to now have the opportunity to celebrate the best of the best across the industry – and bring this work to our audience, which has long embraced and engaged with brand storytelling.”
The winner will be chosen by a jury that includes Joanna Coles, CCO at Hearst; Jae Goodman, CCO and Co-Head of Marketing of CAA; Tim & Eric (Comedy Duo) and Directors at PRETTYBIRD, Founders of Abso Lutely; Jenna Lyons, President and Creative Director of J.Crew; Eli Pariser, CEO of Upworthy; and a proprietary A.I. solution developed by Celtra, providing quantitative creative analysis based on performance data and insights from hundreds-of-thousands of video advertising campaigns powered by Celtra’s creative management platform.
Watch “JellyWolf” below: