The Rise of Generation C (excerpt)

The Rise of Generation C is a corporate event video with narrative elements, designed to engage the themes of an annual conference. It positions the client, Mahindra Satyam, as a trusted source and thought leader for the IT departments of Fortune 500 companies.

A different approach  Mahindra Satyam, a large IT consulting firm, asked us to film its annual Customer Connect Forum. We responded by suggesting a novel approach: using elements of the conference itself as building blocks in a nonfiction film examining perceptions of “Generation C.” By presenting this film to its customers, we felt that Mahindra Satyam could reinforce its value and stimulate continued engagement with the topic.

Secondary objectives were to capture the weekend’s entertainment, including dinner at the Institute of Contemporary Art in Boston, a tour of the MIT Media Lab, and a rowing lesson on the Charles River. (Ben’s expertise filming on whitewater rafts came in handy here.)

Interview-driven narrative  The fundamental building blocks of the film were interviews: they allowed us to capture the voices of Mahindra Satyam’s customers, and served as glue between selections of keynotes and panel discussions. Interviews were critically important in weaving a coherent narrative and providing structure to the documentary.

In preparation for the conference, Ben thoroughly researched the so-called Generation C, individuals who are growing up in a world saturated with mobile and communications technology. This film addresses how they are unique, and how these business leaders can understand them as a customer segment and force in the market.

Read more  Booz & Co report defining and discussing Generation C.