The Edge

Former Paris Saint-Germain teammates Kylian Mbappé and Achraf Hakimi go head-to-head tonight as France take on Morocco in the FIFA World Cup quarterfinal. We had the pleasure of working with both of them at their home ground, Parc des Princes, alongside five other PSG stars and our very own David Beckham, for our QNB x PSG x Beckham film. A brilliant shoot with some incredible talent, and memories we’ll never forget. Wishing both teams the very best! Kick-off is 9pm UK time and 11pm Qatar time. Watch the film here: https://lnkd.in/edzBMtbr

🏆 A brilliant night for The Edge at the EVCOM Clarion Award with two of our films winning awards: Education Above All & Qatar Airways - Zero Out of School Highly Commended – Brand Communication Not Beyond Redemption Silver – Social Welfare The Clarions celebrate work that makes a positive impact, so it means a great deal to see these projects recognised. A huge thank you to our clients, partners, crews and everyone at The Edge who helped bring these films to life. 👏

Great content is only half the equation. For brand-funded content to deliver real value, the strategy can’t stop once the film or series is made. It needs to be built around where the story will live, how audiences will find it, and what success needs to look like — whether that’s brand recall, message association, sentiment, engagement, earned media, sales uplift or long-term brand value. That’s why the most effective projects connect production, platform, distribution and measurement from the start. Because the goal isn’t simply to make something brilliant. It’s to make something brilliant that gets seen, earns attention, and proves its impact. We explore how brands can approach this in The New Power Play for Brands. You can request to view and download a copy here: https://lnkd.in/e39AXgXm

Brand-funded content only works when it feels like something audiences would choose to watch. That means the starting point can’t just be: “How do we get our brand on screen?” The better question is: “What story would a broadcaster, streamer or platform genuinely want to commission — and how can our brand credibly belong in it?” That shift is where the real value sits. It’s the difference between content that feels like advertising dressed up as programming, and work that earns attention because the story, talent, format and platform all make sense. In The New Power Play for Brands, we explore why editorial credibility matters, and how brands can turn commercial objectives into content audiences actually want to engage with. You can request to view and download a copy here: https://lnkd.in/e39AXgXm

📣 FREELANCERS – WE'D LOVE TO HEAR FROM YOU We're refreshing and growing our freelance network and are looking to connect with talented people across our industry. While we don't have endless opportunities available right now, new projects land with us all the time. We're building our network now so we're ready to connect with great people when opportunities arise. We're particularly keen to hear from individuals from underrepresented backgrounds and communities. We believe diverse perspectives make for stronger teams, better ideas and better work. Whether you're an established freelancer or looking to build new connections, we'd love to receive your CV and hear more about you. Send your CV to: cv@edgepicture.com Please feel free to share this post with your network.

A few weeks on from launching our latest white paper, The New Power Play for Brands, the conversation around brand-funded content feels more relevant than ever. Audiences are harder to reach. Platforms are more fragmented. Traditional advertising is easier to skip, ignore or block out. But there’s also a huge opportunity for brands willing to think differently. Brand-funded content gives brands a way to move beyond interruption and into stories people actively choose to watch — combining audience-first creativity, editorial credibility, platform strategy and measurable impact. In the paper, we explore why this space is growing, what success now looks like, and how brands can approach it with more confidence. You can request to view and download a copy here: https://lnkd.in/e39AXgXm

Over 90 of our films have been selected for the BFI National Archive, making us the largest contributor of any current producer in our sector. But this isn’t just about the number of our films held in the archive. It also reflects a continued belief in the value of preserving stories for generations. Since 1991, we’ve created films designed to inform, engage and inspire; from global campaigns and documentaries to learning, social impact and behaviour change content. While our work is often created to deliver impact in the moment, it’s incredibly meaningful to know these stories will now have a life beyond that ‘moment’. A special thank you to Patrick Russell and the team at the British Film Institute (BFI) for selecting our films and for including us in their ‘Inside the Archive’ blog, which you can read here  – https://bit.ly/4f9alqM  #BFI #NationalArchive #TheEdge

🏆 We have once again been named Production Company of the Year Worldwide at the prestigious New York Festivals TV & Film Awards.🏆 This achievement is a phenomenal honour, and we want to congratulate and thank each and every person across the group who helped make it happen! Across our TV labels, we picked up three Gold Awards for Brook Lapping’s Live Aid at 40, Supercollider’s Nick Cave’s Veiled World, and Atomic’s The Day Diana Died. We also collected two Silver Awards for Israel and the Palestinians: The Road to 7th October (Brook Lapping) and Rob and Rylan’s Passage to India (Rex), as well as a Finalist Diploma for Atomic’s The Infinite Explorer with Hannah Fry. Meanwhile, The Edge had a fantastic night, collecting nine awards for projects with Visit Qatar, AstraZeneca, Education Above All + Qatar Academy, HSBC, UK Power Networks, and Amcor. These wins included a Gold Award in the Tourism category for Arrivals for Visit Qatar, as well as three Silver Awards in the Branded Content, Brand Image, and Employee Engagement categories, plus three Bronze Awards and two Finalist Diplomas. Zinc Audio also won Gold in the Podcast: Culture & The Arts category at the New York Festivals International Radio Awards for David Bowie: Changeling. These wins reflect our diverse range of content and production expertise across a variety of genres, and are a testament to the creativity, dedication, and passion of everyone at Zinc - the driving force behind our continued success, year in and year out. Well done, everyone! ✨