What's Happening?
OUAI, a haircare brand, has ventured into scripted entertainment by producing a slasher series titled 'CHOPPED.' The production is described as an homage to classic slasher films and stars Victoria Pedretti, known for her roles in modern horror. The series also
features Owen Teague, an actor who was the subject of '15 Moviegoing Questions' in a related Substack post. OUAI invested significantly in the production, renting out an office space for hair, makeup, and wardrobe, and transforming their Los Angeles offices into a movie set with extensive rigs and equipment. The brand brought in a screenwriter, a director experienced in the horror genre, and a full production crew to ensure cinematic quality. The series aims to deliver a high-quality storytelling experience, contrasting with the trend of short-form content and AI-generated material. The brand's VP of Marketing, Amanda Martinez, emphasized treating it as a real production from the outset, while Director of Social Media, Joellen Lu, highlighted inspirations from 1970s horror and giallo films, particularly the work of Dario Argento.
Why It's Important?
This move by OUAI signifies a growing trend of brands investing in long-form, high-quality cinematic content, challenging the prevailing focus on short-form digital media. It suggests a strategic shift in marketing, where brands are becoming content creators themselves, aiming to engage audiences through immersive storytelling rather than traditional advertising. This approach could redefine brand-consumer relationships, fostering deeper connections by providing entertainment value. For the film industry, it opens new avenues for funding and creative collaboration, potentially leading to more diverse and experimental productions. It also validates the enduring appeal of cinematic experiences, even as streaming services dominate, and suggests that brands see value in the 'moviegoing' experience. The involvement of established actors like Owen Teague and Victoria Pedretti further legitimizes these brand-produced projects, potentially attracting broader audiences and talent to this evolving content landscape.
What's Next?
The 'CHOPPED' series is scheduled for a special screening at Cinespia, preceding a sold-out showing of 'Jennifer’s Body.' This theatrical exhibition indicates a desire to present the brand's content in a traditional cinematic setting, emphasizing the quality and immersive experience. This could set a precedent for other brands to follow suit, potentially leading to more brand-produced films and series being showcased in theaters. The success of 'CHOPPED' could influence future marketing strategies across various industries, encouraging more brands to explore long-form content creation as a primary engagement tool. Additionally, the collaboration between a beauty brand and the horror genre might inspire cross-industry partnerships, leading to innovative content that blurs the lines between marketing, entertainment, and art. The reception of 'CHOPPED' by both critics and audiences will likely determine the extent to which this trend continues and evolves.
Beyond the Headlines
The production of 'CHOPPED' by OUAI highlights a deeper cultural shift in how brands perceive their role in society and how consumers engage with commercial entities. It moves beyond mere product promotion to brand-as-storyteller, suggesting a desire to contribute to cultural narratives and artistic expression. This trend raises questions about the future of traditional media production and the potential for commercial interests to shape artistic output. It also underscores the increasing sophistication of marketing, where authenticity and compelling narratives are becoming paramount. The emphasis on cinematic quality and the rejection of 'AI slop' reflect a broader appreciation for human creativity and craftsmanship in an increasingly automated world. This could lead to a re-evaluation of what constitutes 'art' and 'entertainment' in the digital age, as commercial ventures increasingly adopt artistic methodologies to connect with audiences on a more profound level.
