Ad agency Innocean Berlin has launched a full visual rebrand and platform for NewMotion, designed to bring more diverse talent behind the camera by giving German production companies a way to open their sets to new voices.
The launch comes at a pivotal moment for the German film industry: In recent years, Germany has seen global acclaim for Oscar-nominated and award-winning productions like All Quiet on the Western Front and The Teacher’s Lounge. At this year’s Berlinale, the number of national and co-produced films reached an all-time high. Meanwhile, the federal government has committed to nearly doubling its production funding, now reaching €250 million ($291 million U.S.)
But while international demand for German productions is growing, the industry still struggles with lack of diversity, limited access and an over-reliance on networks and connections. NewMotion was created to help change that.
At the heart of the project is Germany’s largest online film industry database, a platform designed to connect production companies with aspiring crew members through on-set shadowing experiences, developed in collaboration with BuzzWoo. Covering more than 60 different behind-the-scenes roles, the online platform provides applicants with hands-on access to an industry that has often been difficult to break into.
The platform provides users with real-time listings for shadowing, internships, and training opportunities. For those unsure where to start, there’s an AI-powered “Skillmatcher” tool, an interactive quiz that suggests suitable film professions based on users’ personal strengths and interests. An additional interactive film experience lets users explore a virtual film set and learn about various roles by clicking on different crew members.
The agency, together with Stink Films, also developed a cinematic campaign of three original short films, each showing in a humorous and literal way how it feels like to shadow a film crew on set. The short films, directed by Eoin Glaister, include this piece featuring two of Germany’s top stunt performers, Hong Indira Rieck and Cecilia Deich. In this short which thrusts us right into an elaborate fight scene, we see the impact that job shadowing can have for an aspiring stunt performer/coordinator.
“Stink is proud to support a platform like New Motion. Getting into the industry today can feel tough, especially if you don’t have film school credentials or personal connections. As an international production company that values diversity, we really believe in giving young creatives from all backgrounds a chance. Bringing our director, Eoin Glaister, on board just felt like the perfect fit–his clever characters and humor make the films feel inviting, engaging, and genuinely human,” said Justin Stiebel, managing director, Stink Films.
