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 immersing audiences in the craft of sound design, making viewers feel part of the cinematic scene.
In Berlin, a new chapter in film education and industry access is being written. INNOCEAN Berlin has launched Germany’s largest film job-shadowing platform as part of the NewMotion Programme, a pioneering initiative designed to open doors to the inner workings of cinema. Supported by 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, the programme represents a rare collaboration between government institutions and global streaming giants. Together, they are investing in the future of film by giving aspiring professionals a chance to learn directly from those shaping the industry.
At the heart of the campaign lies Foley, a short film that captures the essence of shadowing a sound team on set. The film is not just a promotional piece; it is a sensory experience that demonstrates how sound transforms storytelling. By following the intricate process of creating footsteps, rustling clothes, or the subtle creak of a door, Foley reveals the artistry behind what audiences often take for granted. Its tagline, “So close, it feels like you’re part of the scene,” encapsulates the immersive quality of both the film and the job-shadowing initiative itself.
The NewMotion Programme is designed to bridge the gap between education and professional practice. For decades, access to film sets and production houses has been limited, often reserved for those already within the industry’s networks. This platform changes that by offering structured opportunities for students, emerging talents, and enthusiasts to shadow professionals across departments—sound, cinematography, editing, production design, and more. It is an invitation to witness the collaborative machinery of filmmaking, where every detail contributes to the final product.
Germany’s film industry has long been recognised for its technical excellence and creative innovation, but like many global industries, it faces challenges in nurturing new talent. The New Motion Programme addresses this by creating pathways that are both educational and experiential. Shadowing is not passive observation; it is active learning, where participants absorb the rhythms of a set, the language of collaboration, and the problem-solving instincts that define filmmaking.
The involvement of international streaming platforms underscores the global relevance of the initiative. Netflix and Prime Video, alongside Amazon MGM Studios, have become central players in shaping contemporary film and television. Their support signals recognition of Germany’s creative potential and a commitment to cultivating talent that can contribute to global storytelling. For participants, this means exposure not only to national cinema but also to the standards and expectations of international productions.
The short film Foley serves as both metaphor and manifesto. Sound is often described as half the picture, yet it remains one of the most invisible crafts in cinema. By spotlighting the sound team, INNOCEAN Berlin highlights the importance of roles that rarely receive public attention. The film demonstrates how shadowing can reveal the unseen layers of filmmaking, encouraging participants to appreciate the artistry behind every frame.
The campaign’s resonance lies in its accessibility. Unlike traditional film schools, which can be expensive and exclusive, the job-shadowing platform is designed to democratise learning. It offers a chance for those who may not have formal training to step into the world of cinema and discover whether their passion can translate into a career. In doing so, it aligns with broader cultural goals of inclusivity and diversity, ensuring that the next generation of filmmakers reflects a wide range of voices and experiences.
For INNOCEAN Berlin, the launch is also a statement about the role of creative agencies in shaping cultural initiatives. Known for its innovative campaigns, the agency has extended its expertise beyond advertising into education and cultural engagement. By crafting a campaign that is both visually compelling and socially impactful, it demonstrates how storytelling can be used to inspire participation and foster legacy.
The support from BMWi, BKM, and FFA ensures that the programme is rooted in national priorities, particularly the promotion of creative industries as drivers of economic and cultural growth. Film is not only an art form but also a sector that generates employment, exports, and international recognition. By investing in job-shadowing, the government and its partners are investing in the sustainability of this sector.
As the New Motion Programme unfolds, its success will be measured not only by the number of participants but by the stories they go on to tell. Shadowing may begin with observing footsteps being recorded in a studio, but it can end with a career that shapes the soundscape of future films. The initiative is a reminder that cinema is built on collaboration, and that every professional once stood where these new participants will stand—on the threshold of discovery.
With Foley as its emblem, the campaign invites audiences and aspiring professionals alike to step closer to the scene, to feel the pulse of filmmaking, and to imagine themselves as part of its unfolding story. In doing so, INNOCEAN Berlin has not only launched Germany’s largest film job-shadowing platform but also crafted a vision of cinema as a shared journey, where learning and legacy go hand in hand.
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