When a brand is part of your film, they’re not just a sticker on a coffee cup, they’re a stakeholder. Treat them like one. That means including the sponsor in pre-production conversations, updating them on shoot schedules, and providing context for how and where their product will appear.
Invite a brand liaison to visit the set or review dailies (if appropriate), and always document product placement with clear footage for promotional use. The more transparent you are, the more trust you’ll build, which can turn a one-time deal into a long-term collaboration.
DON’T Surprise the Brand (or Yourself) with Last-Minute Placement
Nothing derails a relationship faster than tossing a product into a scene without warning. If you promised a background placement but suddenly write the brand into a close-up monologue, you’re risking pushback. Or worse, legal trouble.
Set expectations in writing: what kind of placement is agreed upon, what scenes it will appear in, and whether it includes usage rights for stills or video clips. Surprises are fun in thrillers, but not in brand deals.
DO Block for the Camera and the Brand
On set, your DP and art department should be aware of brand placements and frame them intentionally. This doesn’t mean awkwardly zooming in on a logo. It means ensuring the product is visible as it would naturally appear in the world of the film.
If the brand is a priority, collaborate on visual moments where the product can be noticed without dominating the shot. A well-placed bottle on a bar, a laptop opened just enough to reveal a logo, or a subtle wardrobe choice can go a long way.
DON’T Force the Moment
There’s a fine line between showing a product and shoving it in the viewer’s face. If your actor is delivering an emotional monologue while rotating a yogurt container toward the camera, you’ve crossed it.
Let the product breathe. If it’s in the frame organically, great. If not, don’t shoehorn it in. The worst-case scenario is creating a meme out of your brand moment for all the wrong reasons.
DO Capture Extras for the Brand
Once the main scene is done, take a few moments to grab clean b-roll or product-specific shots. These can be invaluable for the sponsor’s marketing team, social media posts, or behind-the-scenes features.
It doesn’t need to be elaborate. Just make sure the product is lit well, in focus, and shown in a flattering, natural context. If you’re feeling generous, offer branded cutdowns or alternate takes the brand can use for campaigns.
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DON’T Forget Your Film’s Tone
No matter how excited you are about the sponsorship deal, don’t let it override the style or tone of your film. A hyper-stylized sci-fi short doesn’t need a jarringly modern sports drink in the middle of a spaceship scene. Stay consistent.
If the brand doesn’t match the tone, it will stick out, and not in a good way. Be selective and protective of your story’s atmosphere.
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