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Common and Panay Films' Biran Klugman Share the Key Criteria for Working with Brands | Variety Studio presented by Canva
Variety
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10/10/2024
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00:00
For Common and Brian, what are some of your key criteria when deciding to work with brands?
00:04
What has to be there for you to say, yes, I'll do this?
00:07
Well, it has to be something that feels instinctively right for me.
00:14
It has to be something that, like, I'm about in some way or another.
00:19
Like, T-Mobile, connectivity is important.
00:23
And I connect with people.
00:25
Like, that's what I do.
00:27
As an artist, as an actor, as an activist, I connect with people.
00:31
So T-Mobile is about connecting people together.
00:35
So, okay, how does that align?
00:37
Like, then I get with Brian and Panay, and we come up creatively with ideas where it just, oh, this works.
00:45
Like, if something doesn't work, no matter, I've had offers and opportunities that, you know, for big money.
00:53
And it's like it just doesn't align or feel right because it's also a relationship, too.
01:00
I'm not going to be doing this product and that product and that product.
01:03
That's not what I'm really about.
01:06
So, you know, when you find that partnership that you feel can be, that you can build on, that's part of the criteria.
01:15
Also, I look at things that we can do outside of just only the advertising.
01:21
I've been able to work with T-Mobile on something called Project 10 Million where we've been going into, you know,
01:26
that's bringing access to Internet access and connectivity to communities who don't have it.
01:32
That's important to me.
01:34
So along with just being fresh and having these dope advertisements, incredible looks when it comes to these commercials,
01:41
we also, it's also a criteria for me that I can do something that does touch the communities.
01:48
And T-Mobile was in alignment with that.
01:50
So alignment is the key word for me.
01:54
It's a great answer.
01:57
You know, Andrew and I, Panay and I, we were all from the film world.
02:02
We made a lot of movies.
02:04
And so as we look at a brand, like to choose a brand to work with and find a brand to work with,
02:10
you need to find people like Vinayak and a brand that really aligns and allows you to create with them
02:18
in a way that is inspiring and doesn't just feel like you're just, like, hawking a product,
02:23
but working on something soulful and inspiring.
02:26
And, you know, I think that's, Vinayak is a perfect example of how that works.
02:33
And Katz and they really, that's what we look for, places where we can work and create together and have incredible leadership.
02:42
I want to say something to what Brian said because he just sparked something.
02:45
Inspiration is really important for me in choosing the brand and, like, knowing that because, to be honest,
02:53
like throughout my career, when I've done things that don't resonate with me, they don't work.
02:59
And it's like I learned early on from working with a record label to try to allow, you know,
03:06
try to encourage me to do something that wasn't organic.
03:09
And so I look for the things that feel natural and feel organic, but also still can challenge me, too.
03:14
Like when Brian called me and Vinay, they came with the idea of me doing Reflection,
03:20
calming in a mirror and showing some comedic side of me.
03:24
Many people wouldn't think I could do that or would choose me for that, but they knew that I could do that.
03:29
And I like that. Like we're going into new spaces.
03:33
So I like the challenges and the creativity. But the inspiration is really key.
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