VICE is the world’s preeminent youth media company and content creation studio. Launched in 1994, VICE now operates in over 40 countries and distributes its programming to millions of viewers across digital, linear, mobile, film and socials. VICE includes an international network of digital channels, a television and feature film production studio, a magazine, a record label, an in-house creative services agency, a book-publishing division and a new 24-hour TV channel, VICELAND, launched in the UK and Ireland in September 2016.

VFS represents the new wave of VICE identity and vision - a global media brand is transforming into a global movement and action group. VICE believe in social impact through actionable initiatives - from stopping smoking, to campaigning for trans recognition. By democratising access to film-making through kit and learning, there is a true synergy between the goals of the partnership and the agenda of this media brand.

VICE Film School, powered by Panasonic Lumix, launched in tandem with the Lumix GH5 as a standalone platform filled with video lessons, anecdotal stories, a physical masterclass, series & bursary program, sharing decades of warts and all knowledge from VICE t into documentary filmmaking.

The platform turned VICE staff into mentors, presenting seven modules featuring VICE’s film-making heritage alongside a LUMIX Kit Room – a series of how-to tutorial videos shot exclusively on the LUMIX GH5, teaching students the fundamentals of equipment across specific shooting scenarios.

Beyond the digital platform, we co-produced panels and classes covering access, diversity and the future of documentary filmmaking, before finally crowning the project with a talent programme to enable amateur filmmakers to produce their first film with VICE guidance and LUMIX equipment. From hundreds of entries, five finalists workshopped their ideas with the winner premiering their film at the 26th Raindance Film Festival.

The best stories come from empowering marginalised and underrepresented communities. But the reality is, film-making is an industry rife with nepotism and huge financial barriers to entry, meaning for those without the access to industry for those from connected families, and without the funds for film school for those from privileged backgrounds, the freshest storytellers we need to rise to the surface are left in the dust.

To break through this barrier and launch the Lumix GH5, Panasonic realised that aspiring filmmakers needed more than a camera, they needed a classroom. And with both the documentary expertise and an audience that desperately seeks knowledge online (351ix vs UK Gen Internet Pop), VICE was the perfect partner to bring this to life.

Working with VICE’s staff, and layering on audience research, we distilled the vital information that creates the backbone of documentary filmmaking, and set out to make it freely available online. With kit from Panasonic, and a class room from VICE, we aimed to democratise access to documentary education for young people.

VICE Film School, in partnership with Lumix G by Panasonic, delivered over and above against all the original key metrics – and more.

To date, the platform has delivered over 7MM video views to the UK’s 5.5MM young film makers, but most importantly, has driven a significant perception shift.

The partnership led to a whopping 34% increase in perceptions of LUMIX as a camera brand which supports young film makers (Nielsen Brand Study), which in turn increased brand favourability by 15% (Nielsen Brand Study).

When the target audience were exposed to the partnership, LUMIX was significantly more likely to be one of the first brands considered when the target audience were in market too – an uplift of 14%.