The Reel - Content is King
Mike Newell

The Reel - Content is King Panel

Date & Time:

  • Wednesday 3 October, 20:45
  • Location & Duration:

Apollo Piccadilly - 100 mins


Event Details

Over the past couple of years, more and more brands have used their marketing money to fund short films, music videos and other moving-image creative endeavours that step outside of the 30-second-spot advertising model. Join The Reel – – in celebrating the very best examples of this ‘branded content’, screening flicks that’ll tickle your funny bone, dampen your tear-ducts and boggle your brainbox.

What’s more, The Reel’s editor Jamie Madge will be joined by a panel of industry experts to highlight the pitfalls and potentials of ad-money going towards engaging filmic activities. Through light-hearted conversation, personal experiences and opinions, they hope to address the opportunities created by this potential future of advertising.

Seriously, this is one ad-break you won’t want to fast forward.


Dan Southern

Dan Southern joined Contagious in December 2010 to work on its ever growing consultancy division, Insider. Since joining he has worked with clients such as Louis Vuitton, Nike, Sony Ericsson and BBC Worldwide on a diverse set of projects, but always with the aim of helping them to do better in an increasingly complex environment for marketers. In addition to leading projects, presentations and workshops for Insider, he writes for the quarterly magazine and Feed service. He also regularly delivers Contagious keynotes around the world.

Dan started out at Ogilvy, working on strategy in its Sport and Entertainment team, before heading to Xtreme Information’s consultancy division.. He has a first class degree in economics, an eye for a good piece of public transport upholstery and a crippling love of Wolverhampton Wanderers. 


James Cunningham – Head of Content, Academy Films / A+

Having spent many years “breaking rocks” as an agency account man, James now runs A+, the multi-disciplinary content division of Academy Films, working on non-traditional trans-media projects that have so far amassed 4 Cannes Cyber Lions, D&AD Pencils, 2 One Show Pencils, 2 Creative Circle Golds, and British Arrows Craft awards.


Jamie Madge

Jamie Madge is the editor of international online creativity resource The Reel. He curates and introduces the monthly screening night The Reel Presents and has been a judge on panels for

Rushes Soho Shorts, the UK Music Video Awards, Screentest Student Film Festival and the Short Film Competition. He also is a freelance writer and has recently contributed work to the BrainWash magazine 'Long Live The New Flesh'. His favourite film is Back To The Future and he likes people to know this.


Johnny Kelly

Johnny Kelly was born in Ireland. He trained in graphic design at Dublin Institute of Technology before moving to animation.

Johnny studied at The Royal College of Art where he completed an MA in Animation and was awarded the Conran Foundation Award by the Provost, Sir Terence Conran. His graduation short film, Procrastination, received global attention and won him the Jerwood Moving Image Prize 08 and the Best Animation, NYC Shorts 08 award.

He was selected to be part of the Saatchi & Saatchi New Director Showcase and was also awarded Best New Director at the 2007 Shark Awards in Kinsale.

He joined Nexus Productions in 2007 and has directed both music videos and commercials including spots for Adobe, UN, BMW, Bacardi and Google.

His recent project, 'Back to the Start' for Chipotle has won a number of advertising awards including the Grand Prix at Cannes in June 2012, a Yellow Pencil at the DandAD Awards, the Grand Clio, a public choice Webby award for animation in online film in May 2012 and the Grandy at the Andys in April 2012.


Stephen Whelan

Stephen Whelan is Executive Producer at White Lodge, the fashion and luxury division of Blink Productions. Working direct to fashion clients and in collaboration with designers, White Lodge offers cross-platform creative direction and production execution. Projects to date include content for Gucci, Louis Vuitton, Kenzo, Viktor & Rolf and Diesel, amongst others.


About The Reel

The Reel is a constantly updated online compendium of outstanding commercials, virals, branded content, short films, music videos and experimental pieces. Monitoring the creative landscape for nearly 30 years, the company comprises of the main site-, The Reel Scout (a sister site promoting unsigned directorial talent) and The Reel Presents (a monthly screening night in East London encompassing shorts, promos, content, Q&As and guest speakers). / /


In The Spotlight
Other Events at Raindance Film Festival 2012

Raindance JuryTalks, Screenings, Workshops and more.


The Real Tuesday Weld
Errors of the Human Body
VICE presents The British Wrestler + Carribean Fashion Week
VICE presents The 4th Dimension
International Film Financing panel
Raindance Master Degree Screening
Bill Martell - Screenwriting Workshops
Documentary Case Study - Jason Becker: Not Dead Yet
NYman with a Movie Camera – a film by Michael Nyman
Anatomy of a Reel: Underwater Realm
Production Design Workshop
Prime Cuts
Networking Event - Boozin 'n Schmoozin
Live! Ammunition! Pitching Event
The Reel - Content is King Panel
Collabor8te & Raindance 48-hour Film Challenge
Awards Ceremony
Bar 25
At Night I Fly
Josh Golding - Maverick Screenwriting
Death By Camera
David Reynolds Workshop
The Internet Filmmaker
Music Videos

Tickets Weekdays Before 5:00 - £5.00
All Other Times: £10.00
Book in person at the cinema
Telephone Booking: call 0871 224 0242 - but don't delay. Screenings sell out.
*The cheapest way to Raindance is with a Friends Pass

Practical Information

All screenings at Apollo Cinema Piccadilly Circus
19 Lower Regent Street


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