Common and Panay Films' Biran Klugman Share the Key Criteria for Working with Brands | Variety Studio presented by Canva - video Dailymotion

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00:00For Common and Brian, what are some of your key criteria when deciding to work with brands?

00:04What has to be there for you to say, yes, I'll do this?

00:07Well, it has to be something that feels instinctively right for me.

00:14It has to be something that, like, I'm about in some way or another.

00:19Like, T-Mobile, connectivity is important.

00:23And I connect with people.

00:25Like, that's what I do.

00:27As an artist, as an actor, as an activist, I connect with people.

00:31So T-Mobile is about connecting people together.

00:35So, okay, how does that align?

00:37Like, then I get with Brian and Panay, and we come up creatively with ideas where it just, oh, this works.

00:45Like, if something doesn't work, no matter, I've had offers and opportunities that, you know, for big money.

00:53And it's like it just doesn't align or feel right because it's also a relationship, too.

01:00I'm not going to be doing this product and that product and that product.

01:03That's not what I'm really about.

01:06So, you know, when you find that partnership that you feel can be, that you can build on, that's part of the criteria.

01:15Also, I look at things that we can do outside of just only the advertising.

01:21I've been able to work with T-Mobile on something called Project 10 Million where we've been going into, you know,

01:26that's bringing access to Internet access and connectivity to communities who don't have it.

01:32That's important to me.

01:34So along with just being fresh and having these dope advertisements, incredible looks when it comes to these commercials,

01:41we also, it's also a criteria for me that I can do something that does touch the communities.

01:48And T-Mobile was in alignment with that.

01:50So alignment is the key word for me.

01:54It's a great answer.

01:57You know, Andrew and I, Panay and I, we were all from the film world.

02:02We made a lot of movies.

02:04And so as we look at a brand, like to choose a brand to work with and find a brand to work with,

02:10you need to find people like Vinayak and a brand that really aligns and allows you to create with them

02:18in a way that is inspiring and doesn't just feel like you're just, like, hawking a product,

02:23but working on something soulful and inspiring.

02:26And, you know, I think that's, Vinayak is a perfect example of how that works.

02:33And Katz and they really, that's what we look for, places where we can work and create together and have incredible leadership.

02:42I want to say something to what Brian said because he just sparked something.

02:45Inspiration is really important for me in choosing the brand and, like, knowing that because, to be honest,

02:53like throughout my career, when I've done things that don't resonate with me, they don't work.

02:59And it's like I learned early on from working with a record label to try to allow, you know,

03:06try to encourage me to do something that wasn't organic.

03:09And so I look for the things that feel natural and feel organic, but also still can challenge me, too.

03:14Like when Brian called me and Vinay, they came with the idea of me doing Reflection,

03:20calming in a mirror and showing some comedic side of me.

03:24Many people wouldn't think I could do that or would choose me for that, but they knew that I could do that.

03:29And I like that. Like we're going into new spaces.

03:33So I like the challenges and the creativity. But the inspiration is really key.

Common and Panay Films' Biran Klugman Share the Key Criteria for Working with Brands | Variety Studio presented by Canva

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