BEF: Scott Free and RSA reveal “Friday Night Fights,” “Regeneration”

At yesterday's Branded Entertainment Forum in New York City, presented by realscreen, Scott Free Productions' Mary Lisio and RSA Films' Tom Dunlap discussed their upcoming series for the new Elite TV subscription service and a music-oriented Amir Bar-Lev documentary project for Hyundai.
October 21, 2011

At yesterday’s Branded Entertainment Forum in New York City, presented by realscreen, Scott Free Productions’ Mary Lisio and RSA Films’ Tom Dunlap talked about their upcoming Call of Duty series, Friday Night Fights, and Regeneration, their new Amir Bar-Lev documentary project for Hyundai.

RSA’s executive producer Dunlap who, along with Lisio, Scott Free’s SVP non-fiction and branded entertainment, were recently profiled in realscreen, said Friday Night Fights, a series for Call of Duty‘s subscriber online portal Elite TV, is told “in a very Ridley Scott- Black Hawk Down way.”

The online series sees top Call of Duty gamers going head to head, with their virtual game playing out as a mini-narrative in the show alongside the live action play. Friday Night Fights will be hosted by Stacy Keibler and launches on November 11, three days after the release of the latest edition of the Call of Duty franchise, Modern Warfare 3.

Additionally, the pair are in production on Regeneration, a project made with Hyundai to support its new Veloster model. In the feature doc directed by The Tillman Story helmer Amir Bar-Lev, five popular DJs pair up with a genre they’re not familiar with to create a new song each.  DJ Premier will create a classical song, Mark Ronson will mix with jazz, Pretty Lights will try country, Skrillex will take on rock and Crystal Method will tackle R&B.

After presenting a clip from the project to the Branded Entertainment Forum audience, Lisio highlighted the fact that in the film, there will be no Hyundai Velosters featured at all.

“We had a conversation with them from the beginning, and they didn’t want to alienate their savvy audience. They were completely on board,” she said. Instead, the aim of the project is to have the brand engaging with taste makers in their own language. Bringing an acclaimed documentarian such as Bar-Lev on board serves to up the credibility factor, said Lisio and Dunlap, as well as create a more authentic project for the brand to be associated with.

There is no ad agency in the middle of the project; instead there is a partnership with a music agency, Greenlight. The doc is also produced in conjunction with the Grammys, and will hit the festival circuit over the next year.

A clip of the doc can be seen on

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