For its Autumn 2011 online campaign, Californian-based footwear brand Palladium has released a 30 minute documentary focusing on Tokyo’s recovery after the earthquake and tsunami in March. Split into five parts, the film is directed by Thalia Mavros and narrated by rapper and producer Pharrell Williams, who pays tribute to the city and interviews a number of designers, artists and musicians who reside there, discussing how the tragic events impacted them at the time and how the city has since bounced back.

The underlying theme of the film centres on urban exploration, which lies at the heart of Palladium. Brands are increasingly developing their own media content in this way. Drinks brand Absolut worked with director Spike Jonze for its ‘I’m Here’ short film, which Protein helped to promote, and Red Bull, another brand we've helped to curate and promote content for, has a forthcoming video called ‘Art of Flight’. These brands are going beyond advertising to tap into the culture and lifestyles of their target consumer and provide them with something that has a deeper meaning and relevance.