I’m Here is the story of a male robot librarian living a solitary and methodical life — devoid of joy and passion – which changes suddenly when he meets an adventurous and free spirited female robot.  Set in contemporary L.A., it stars British actor Andrew Garfield and Sienna Guillory, and is directed by Spike Jonze. The fact it is funded by Absolut Vodka matters very little and with no product placement, it instead relies on the brand’s synonymous association with the creative arts.

Absolut has always aligned itself with the arts since its first creative collaboration featuring Andy Warhol in 1985 and has been associated with up-coming and established artists, musicians and designers ever since. Jonze said of the collaboration; ‘Absolut’ didn’t give me any requirements to make a movie that had anything to do with vodka. They just wanted me to make something that was important to me, and let my imagination take me wherever I wanted’.


The investment in Jonze seems to have paid off with the 30-minute film being accepted into film festivals globally, including Berlin next month, Turkey and the Sundance Film Festival. Furthermore, it seems that brands are slowly moving towards content creation that doesn’t rely heavily on product placement – see the Prada First Spring story – and for the results to be recognized in their own right at industry awards is a step in the new direction.


Thanks to Gavin Cumine for this story. Gavin has a large scar on his left arm. A result of a shark attack on the Australian Golden Coast.


References:
http://www.contagiousmagazine.com/2010/01/absolut_spike_jonze.php

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