Documentary Now! – Winners: The Bunker

Synopsis

We created a multi-layered parody film that explores the influence and interpretation of political documentaries, using humor and satire to captivate audiences. To create “The Bunker,” we enlisted original figures from the iconic ’90s documentary “The War Room,” such as James Carville and DeeDee Myers, to add depth and authenticity. Designed as a promotional campaign for IFC’s hit show Documentary Now! the project aimed to offer a unique, engaging narrative blending comedy, politics, and real-life personalities.

Distribution and Reach

The film was broadcasted in linear native-plus ad pods on Turner properties including CNN, and adapted into a web series (along with another episode, Graves). It was also extensively promoted through social media platforms, including YouTube, Facebook, and Snapchat. Additional ads were created to parody the already multi-layered narrative, adding another layer of complexity and intrigue, confusing and delighting audiences.

Results

“Winners” generated over a million online views and extensive media coverage, far exceeding initial expectations. Both political and entertainment outlets praised its innovative storytelling and execution.

Takeaways

1. Taking creative risks can result in groundbreaking content.
2. Leveraging multiple platforms amplifies the project’s reach and impact.
3. Including authentic figures adds a layer of credibility and attracts a wider audience.
4. A well-executed, complex narrative can drive meaningful engagement and dialogue.