INNOCEAN Berlin has unveiled Germany’s largest film job-shadowing platform under the NewMotion Programme, backed by BMWi, BKM, FFA, Netflix, Prime Video, and Amazon MGM Studios. Central to the campaign is Foley, a short film spotlighting the immersive experience of shadowing a sound team on set, bridging education and industry.
In a bold move to reshape the future of film education and industry access, INNOCEAN Berlin has launched Germany’s largest job-shadowing platform for aspiring film professionals. The initiative, part of the NewMotion Programme, is supported by heavyweight institutions and companies including the Federal Ministry for Economic Affairs and Energy (BMWi), the Federal Government Commissioner for Culture and the Media (BKM), the German Federal Film Board (FFA), Netflix, Prime Video, and Amazon MGM Studios. Together, these partners are signalling a collective commitment to nurturing the next generation of creative talent by opening doors to the inner workings of film production.
The platform is designed to provide unprecedented opportunities for students, emerging professionals, and enthusiasts to shadow film crews across a wide range of disciplines. From sound design and cinematography to production management and editing, participants will gain first-hand insight into the collaborative processes that define filmmaking. By embedding learners directly into the workflow of established teams, the programme aims to demystify the craft and highlight the often unseen artistry behind the screen.
At the heart of the campaign lies Foley, a short film that captures the experience of shadowing a sound team on set. The film takes its name from the art of Foley sound – the reproduction of everyday audio effects that bring cinematic worlds to life. By focusing on this discipline, the campaign underscores the importance of sound as a storytelling tool, while also illustrating the value of job-shadowing as a method of learning. Foley offers audiences a glimpse into the meticulous process of creating soundscapes, from footsteps and rustling fabrics to the subtle nuances that make a scene believable.
The choice of Foley as the subject of the campaign is deliberate. Sound design is often overlooked by audiences, yet it is integral to the immersive power of cinema. By spotlighting this craft, INNOCEAN Berlin and its partners are not only celebrating the artistry of sound but also encouraging aspiring professionals to appreciate the breadth of roles available in the industry. The film serves as both a promotional piece and an educational tool, inspiring participants to engage with the platform and explore the diverse pathways it offers.
The NewMotion Programme itself represents a significant step forward in bridging the gap between education and industry. Traditional film schools provide theoretical knowledge and controlled practice, but job-shadowing allows learners to experience the unpredictable realities of a working set. It is here that they encounter the pressures of deadlines, the dynamics of teamwork, and the creative problem-solving that defines professional filmmaking. By scaling this opportunity into Germany’s largest platform of its kind, INNOCEAN Berlin is ensuring that access is not limited to a privileged few but extended to a broad and diverse pool of talent.
Support from government bodies such as BMWi, BKM, and FFA lends the programme institutional credibility, while the involvement of streaming giants Netflix, Prime Video, and Amazon MGM Studios reflects the industry’s recognition of its own responsibility to cultivate future talent. These partnerships suggest a shared vision: that the sustainability of the film industry depends on investing in education and creating pathways for new voices to emerge. In an era where streaming platforms dominate global distribution, their backing of grassroots initiatives signals a commitment to nurturing creativity at its source.
The campaign also reflects broader cultural and economic priorities. Germany has long been a hub for film production, with Berlin in particular serving as a magnet for international projects. By strengthening the pipeline of local talent, the NewMotion Programme contributes to the country’s creative economy while reinforcing its position on the global stage. Moreover, the initiative aligns with contemporary values of inclusivity and accessibility, ensuring that opportunities in film are not confined to established networks but opened to diverse communities.
For INNOCEAN Berlin, the launch of the platform is both a creative and strategic achievement. Known for its innovative campaigns, the agency has leveraged its expertise in storytelling to craft a project that resonates with both industry professionals and aspiring learners. By producing Foley as a central piece of the campaign, INNOCEAN demonstrates how narrative can be used to inspire action and engagement. The film is not merely promotional; it embodies the ethos of the programme by showing rather than telling, immersing audiences in the lived experience of job-shadowing.
The response from the industry has been one of optimism and enthusiasm. Professionals recognise the value of mentoring and shadowing, not only for the learners but also for the teams themselves. The presence of fresh perspectives can invigorate established practices, while the act of teaching reinforces the skills of the mentors. In this way, the platform fosters a culture of exchange and collaboration, strengthening the industry as a whole.
Looking ahead, the success of the NewMotion Programme will be measured not only by the number of participants but by the impact it has on careers and the industry at large. If the platform succeeds in opening doors for aspiring professionals, it could serve as a model for other countries and industries. The involvement of international streaming platforms already hints at the potential for expansion beyond Germany, creating a global network of job-shadowing opportunities that redefine how creative education is delivered.
Ultimately, the launch of Germany’s largest film job-shadowing platform marks a turning point in how the industry approaches talent development. By combining institutional support, corporate investment, and creative storytelling, INNOCEAN Berlin and its partners have crafted a programme that is both visionary and practical. Foley encapsulates the spirit of the initiative: a celebration of craft, a commitment to learning, and a reminder that behind every cinematic moment lies a team of dedicated professionals.
In an age where audiences consume content at unprecedented rates, the NewMotion Programme ensures that the next generation of filmmakers is equipped not only with technical skills but with the lived experience of collaboration and creativity. It is a reminder that cinema is not just about stories on screen, but about the people who bring those stories to life.
Discover more from Creative Brands
Subscribe to get the latest posts sent to your email.
