Director's cut: Drinks brand takes movie role

Stockholm – I’m Here, a short film produced by Absolut vodka and director Spike Jonze, is now available to global audiences.

The movie, which was commissioned by Absolut, follows the surreal love story of a lonely robot called Sheldon, and proved a huge hit when it premiered at the Sundance Film Festival in January this year. It was later screened at the Berlinale in February. The film is now available on the brand’s website.

Absolut’s venture into film is an example of the ways in which brands are moving from creating products to curating and developing media content, a theme explored further in Brandtocracies.