The crowdsourcing business model of commercial filmmaking is a relatively new concept in China, and the agency seeks to connect independent filmmaking talent with brands for their video marketing needs.
In Mofilm's pool are 300 filmmakers from mainland China, as well as 400 from Taiwan and Hong Kong. There is a licensing process in place for content copyrights as Mofilm provides production grants through competitions, along with mentoring and advice throughout the entire creative process from script to final edit. The latest competition is for the brand Durex, with a brief 'be prepared for the unexpected: always carry a Durex' for either a 15-, 30- or 60-second film.
Wendy Zhang, who joined Mofilm as its China president in April this year to lead the agency's China presence, told Campaign Asia-Pacific that brands are getting more open to using low-fi video clips as online branded content that is complementary to their big-budget TVCs.
"This is a cost-effective tool for brands to create messaging that can be distributed on social networks, as online videos that have great propensity to go viral become more and more appealing," she added.
In the five years prior to joining Mofilm, Zhang had been with OgilvyOne as group account director managing two sub-teams to serve Volkswagen and Canon. She was responsible for both their internal and external communications, digital strategy and action planning, integrated online and offline programs, social marketing, SEM & SEO, branded content management, and CRM initiatives.
Mofilm's projects outside of China include Pepsi directly commissioning Mofilm members to create advertising for the brand's European campaigns in 2010. The initiative was intended to harness social media and mobilise Pepsi's fanbase.
The agency is a privately-held company with offices in London, Bangalore, Los Angeles and now Beijing's Chaoyang district. For starters, Mofilm's team of three will focus on conducting talks with FMCG clients.
Mofilm also runs the world's largest annual mobile film festival in Barcelona, and works with mobile operators in over 50 countries to distribute original short-form content for mobile, sharing revenue 50/50 with filmmakers. Celebrity filmmakers such as Spike Lee, Kevin Spacey, Robert Redford, and Isabella Rossellini have been members of Mofilm.