A branded content piece that Maser Films created for Toyota in partnership with National Geographic has been nominated for a 2018 Webby Award. The objective of the project was to utilize one of National Geographic’s wildlife photographers to help promote the new Toyota 4Runner to NatGeo’s audience.
The Maser Films’ team worked with photographer Joe Riis and National Geographic’s Mary Anne Potts to create this piece, which was initially released on the NatGeo digital platforms. The package of content included a 7-minute film and shorter films for social media.
The film has gone on to have significant success. In addition to the Webby nomination, the film won “Best Cinematography” at the DC Adventure Film Festival, was named a Vimeo Staff Pick and was screened at numerous film festivals around the world.
The Webby Awards is the leading international award honoring excellence on the Internet.
Established in 1996 during the Web’s infancy, The Webbys is presented by the International Academy of Digital Arts and Sciences (IADAS)—a 2000+ member judging body. The Academy is comprised of Executive Members—leading Web experts, business figures, luminaries, visionaries and creative celebrities—and Associate Members who are former Webby Winners, Nominees and other Internet professionals.
The New York Times called The Webbys, “The Internet’s highest honor.”
Andy Maser, founder of Maser Films, had this to say about the project’s success:
“The response this film has gotten shows the value of good storytelling in the advertising space. What started as a short film intended for a limited run on the NatGeo website quickly turned into an award winning piece that has been watched millions of times both online and in person, all over the world. All of that is because both Toyota and National Geographic trusted us to use our instincts and craft a strong story featuring a compelling character. So to both Toyota and National Geographic, we say, ‘thank you very much for your trust and congratulations on the continued success of this campaign!’”