Masters at Work is a five-episode documentary web series produced and directed by Jenna for The 8 Percent. This factual series provides an in-depth look at the lives and careers of five entrepreneurial Victorians, showcasing their unique journeys and contributions to their industries. Unlike the typical entrepreneurs featured on mainstream media, these individuals have risen from humble and challenging beginnings to make significant impacts on their communities and the world.

Objectives

The primary goal of Masters at Work was to position The 8 Percent as a leading authority in the realm of entrepreneurship. By highlighting the stories of unconventional and inspiring entrepreneurs, the series aimed to enhance brand credibility and awareness.

Execution

Filming and Production: The series was shot in various locations around Melbourne, capturing the entrepreneurs in their natural environments and providing an authentic view of their day-to-day operations and personal stories.

Content: Each episode delved into the backgrounds of the entrepreneurs, exploring their challenges, successes, and the innovative approaches they took to overcome obstacles. The focus was on storytelling that resonated with viewers, providing inspiration and insights into the entrepreneurial spirit.

Platform: The series premiered on Virgin Australia in 2018, leveraging the airline’s platform to reach a wide and diverse audience. This strategic placement helped maximise exposure and engagement with the content.

Outcomes

Masters at Work successfully increased brand awareness for The 8 Percent. The authentic and compelling portrayal of the entrepreneurs’ journeys resonated with viewers, positioning The 8 Percent as an authoritative voice in entrepreneurship.

Conclusion

The success of Masters at Work as a branded content series lies in its ability to tell genuine, inspiring stories that connect with the audience on a personal level. As the producer and director, I played a crucial role in bringing these stories to life, enhancing The 8 Percent’s brand reputation and authority in the entrepreneurial space.