About
Contact
Case Studies
Exploring how strategic product placements transformed brands into cultural icons through the power of cinema and storytelling.
OMEGA & JAMES BOND
How a Watch Became an Icon of British Cool
When GoldenEye debuted in 1995, Pierce Brosnan's James Bond wore something new: an Omega Seamaster. It was a calculated shift. Until then, Bond was famously associated with Rolex — a brand of traditional prestige. Omega, while respected, was viewed as slightly more utilitarian. The placement wasn't just about a timepiece. It was a statement of identity.
The collaboration was not incidental. Barbara Broccoli and the Bond producers wanted to reflect a modernised, tech-savvy 007 — a more European, more progressive secret agent for a new era. Omega stepped in, offering both the aesthetics and the narrative integration to match. The watch wasn't just visible; it was functional — complete with laser beams, detonators, and story relevance.
Sales skyrocketed. Omega not only saw an uplift in unit sales but gained a long-term brand halo: rugged elegance, modernity, and danger — all wrapped around the wrist. Over the next 25+ years, Omega remained Bond's official watch, carried through multiple actors, styles, and geopolitical backdrops. Each time, it was subtly updated but always central to the image of Bond as controlled, stylish, and quietly lethal.
This wasn't traditional product placement. It was identity co-creation. The Seamaster didn't just appear in the film — it became a storytelling tool, woven into the narrative logic of the character.
Today, Omega's association with Bond is one of the most successful long-term placements in cinematic history. It proves that when product and character align, the brand doesn't just get screen time — it gets cultural status.
BARBIE & BIRKENSTOCK
The Sandal Seen Round the World
The timing was surgical. Birkenstock had already been making a comeback in fashion circles, but the Barbie placement pushed it into mass cultural consciousness. Google searches spiked. Pink pairs sold out. Fashion media declared it the "shoe of the year."
This was emotional alignment, not marketing spend. Birkenstock didn't just appear in Barbie — it became part of the story's moral arc. That's the power of meaningful placement: when the product reflects a theme, a choice, or an identity within the narrative.
As a case study, it shows the importance of restraint and relevance. Birkenstock's moment worked because it was unforced. It had weight. It had purpose. And in doing so, it became iconic.
Five Seconds of Fame
In Barbie (2023), one product stole the cultural spotlight with barely five seconds of screen time: a pair of pink Birkenstocks. When the title character is forced to choose between a high heel and a Birkenstock — and ultimately takes the sandal — it's more than a joke. It's a metaphor. And a masterclass in placement.
Symbolic Turning Point
The moment arrives during a pivotal turning point in the film. Barbie must decide whether to stay in her fantasy world or confront reality. The Birkenstock becomes the narrative device — representing "the real world": practical, grounded, imperfect, and fully human.
Cultural Impact
For Birkenstock, it was priceless. This wasn't logo placement or paid advertising. There's no lingering close-up, no cutaway to the brand name. But the silhouette is unmistakable. More importantly, the symbolism is spot on. It positioned the sandal not just as a fashion item, but as a cultural totem of self-awareness and womanhood.
TOP GUN & RAY-BAN
How One Film Built a 40-Year Sunglasses Empire
In 1986, Top Gun landed in theatres — and Ray-Ban took off. Tom Cruise's Maverick, dressed in aviator shades and attitude, turned a relatively modest eyewear brand into a global fashion staple overnight. The impact wasn't subtle. Sales of Ray-Ban aviators surged by 40% in the year following the film's release.
This wasn't coincidence. It was a textbook case of aspirational alignment. Maverick's character was cocky, dangerous, magnetic. When he walked onto screen in a leather jacket and those mirrored lenses, he didn't just look cool — he defined cool for a generation.
40%
Sales Increase
Ray-Ban aviator sales surged in the year following Top Gun's release
1986
Launch Year
When Top Gun transformed Ray-Ban into a global fashion icon
2022
Legacy Continued
Top Gun: Maverick reintroduced the aviators to a new generation
The placement worked because it was embedded in the character. The glasses weren't a prop; they were armour. From flight scenes to romantic subplots, the aviators became part of his identity — and, by extension, part of the cultural ideal of masculinity in the 1980s.
Ray-Ban didn't let it end there. They capitalised on the hype with updated models and consistent references across ads, packaging, and retail displays. Decades later, when Top Gun: Maverick (2022) launched, the aviators returned — not as nostalgia, but as timeless relevance.
The legacy of this placement is more than just sales. Ray-Ban aviators became a visual shorthand for confidence, edge, and rebellion. Other brands have tried to replicate that kind of exposure, but few have ever matched its longevity or cultural imprint.
It proves a key principle of placement: when a product enhances the mythology of a character, it becomes mythic itself.
F1 & $40 Million in Brand Placement
Expensify, Apple, and the New Economics of Entertainment
Apple's upcoming F1 movie — starring Brad Pitt and co-produced with Formula 1 — has already made headlines for what's on the track. But behind the scenes, it's setting a new benchmark in cinematic product placement, reportedly locking in over $40 million in brand integrations before its release.
Expensify's Bold Move
The most striking of these is Expensify, the expense management platform that reportedly paid an eight-figure sum to become the lead sponsor of the film's fictional team, Apex GP. Their logo appears prominently on the car, the race suits, and across the team's paddock presence — placing them in the heart of nearly every frame involving Pitt's character and his team.
Beyond Traditional Placement
This isn't your typical background branding. It's full-team identity. Just as Red Bull Racing or Mercedes-AMG have real-world team branding across liveries, helmets, and uniforms, Expensify has embedded itself in the narrative as if it were a real F1 sponsor — and most viewers likely won't second-guess it.
Authentic Integration
What's radical is how naturally it all fits. Because the film is shot at real races, alongside real teams and drivers, the branded visuals carry enormous authenticity. Expensify isn't a cameo. It's a presence — alongside Rolex, IWC, and other real-world brands that round out the universe.
More importantly, this deal didn't come after production — it was part of the financing. Expensify's contribution helped fund the film, turning brand integration into a serious commercial lever, not just creative garnish.
It marks a shift: the future of product placement isn't about logo flashes. It's about co-developing brand identity within the story architecture. The F1 movie didn't just sell screen time. It sold meaning — and Expensify bought pole position.
© 2025 Mount Venture Partners