Mar 01, 2011 at 09:52 PM
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Vita Coco Teams Up With Stern's Branded Entertainment Initiative

ProMotion Pictures, the NYU Stern affiliated branded entertainment initiative, has a new sponsor: coconut water brand, Vita Coco. The sponsorship will allow teams of NYU Stern MBAs and NYU Tisch Grad Film students to create between three and six comedic shorts. Since it started in 2006, ProMotion Pictures has made dozens of films for a range of global brands that include Volvo, Axe, Cisco, Verizon, Heineken and Johnnie Walker.

"Vita Coco is one of the most exciting beverage companies in the U.S.," said Jacob Robinson, 3rd year MBA/MFA student and EVP of ProMotion Pictures. "They're innovative, and truly best in class," he continued. Robinson, who played a pivotal role in landing the sponsorship, explains that in addition to great online content that will engage and entertain their consumers, Vita Coco wants to help cultivate abundance of young talent at NYU Stern.

ProMotion Pictures brings together future creative and business leaders from the graduate programs at New York University's Stern School of Business and Kanbar Institute of Film and Television. Following a creative briefing by the corporate sponsor's marketing team, teams of NYU Stern and Tisch Kanbar graduate students and alumni develop short films that seek to achieve the communication objectives identified by the sponsor. Most recently, ProMotion Pictures created four films for I LOVE New York, the globally recognized New York State tourism brand. The films can be seen on Jet Blue In-Flight and at various film festivals.

"After I LOVE New York, which really stretched the limits of what ProMo has done, I think it is so exciting to return to not just any brand of consumer goods, but one that is exploding for all the right reasons" said Ryan Heller, also an EVP of the club and a 3rd year MBA/MFA student.

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