Sundance Channel: The Green

Categories:

Role

Senior Producer
Skills

Video Production, Web Design, Instructional Design, Game Design, Project Management, Marketing
Client

The Sundance Channel
Years

2006-2007

Project Overview

As Senior Producer at Sundance Channel, David Grandison Jr. led the development of the digital ecosystem for The Green Presented by Robert Redford—the first weekly primetime television block in the U.S. focused on environmental issues. He guided a team in creating a companion website, an online community, and short-form video content that extended the impact of the on-air programming. The goal was not only to deliver compelling environmental stories on television, but also to engage and educate audiences in sustainability beyond broadcast while providing sponsors with meaningful ways to connect with eco-conscious viewers. The on-air programming and web-based content featured a mix of content spotlighting environmental issues and innovators, including:

Original Series: Big Ideas for a Small Planet, Eco Heroes, Eco Trip and The Lazy Environmentalist, focusing on sustainability leaders and problem-solvers.
Documentary Premieres: Feature-length documentaries tackling pressing environmental topics.
Interstitials: Short segments such as Eco-Biz (highlighting eco-friendly business) and The Ecoists (highlighting profiles of environmentalists), designed to inspire viewers between programs.
Streaming Shorts: Short streaming shows featuring content from Big Ideas for a Small Planet, The Ecoists, The Lazy Environmentalist and Eco-Biz.

The Green aimed to innovate and extend the block’s reach beyond broadcast television by building a community of eco-conscious viewers and expanding the marketing reach to a wider online audience. The Green website was home to a series of microsites for each show. Each site was linked to the Sundance Channel website. We designed and developed The Green as a marketing and promotional hub for this unique block of environmental television programming. Sponsored by Smith Barney and Lexus, these initiatives combined innovative media formats with environmental storytelling, positioning Sundance Channel as a thought leader in sustainability programming.

Project Overview

David and his team brainstormed projects, pitched them to Sundance Leadership and marketing representatives from Smith Barney and Lexus. He then supervised the production and branding of Sundance Channel’s digital properties and content, ensuring alignment with programming themes and sponsor objectives. His team conceptualized and developed a wide range of interactive multimedia content, including video interstitials for both TV and web, branded games, and a user-generated video contest. David and his team also provided oversight of the multimedia website that integrated interactivity, streaming video, and marketing-driven content strategies to extend engagement beyond broadcast.

Here are a few of the key innovations implemented by the team:

Eco-mmunity: I conceptualized and produced Eco-mmunity for the Sundance Channel—the first Google Maps–based online community of its kind, launched years before Google Maps offered similar interactive features. Eco-mmunity was designed as both a green search tool and a social platform, allowing users to connect with eco-minded people, share success stories, and highlight environmental hazards in their communities. Users could create and geolocate markers for sustainable projects, LEED-certified buildings, and eco-friendly upgrades in their homes—like adding Energy Star appliances or installing solar panels. They could also showcase sustainable transportation they owned (such as hybrid cars), and recommend local green businesses, shops, markets, and attractions. Beyond peer-to-peer sharing, the platform offered opportunities to promote green businesses and events, and even allowed members to become featured users with their own green email accounts. Sponsors were organically integrated into the experience: Citi Smith Barney’s “Green Advisers” and Lexus dealerships that sold hybrid vehicles were featured alongside community-generated content. By blending social networking, geolocation, and gamification, Eco-mmunity pioneered a new way for audiences to engage with sustainability—making environmental awareness both interactive and aspirational.
Second Life Virtual Advertising: The team pioneered by creating the first interactive in-world advertising that blossomed and grew plant life to attract attention as avatars approached the ads. Our team also utilized this interactive plant life to draw attention to transportation portals that instantly teleported the user to Sundance Island for the in-world events that we hosted.
Second Life Virtual Screenings: The channel’s most successful virtual promotion, producing screenings and virtual discussions with filmmakers, eco-conscious celebrities, researchers, scientists, and sustainable business owners and entrepreneurs featured in programming—an early example of immersive digital community-building and online cross promotion. Map markers were designed to allow the map to be monetized by showcasing sponsored locations.

Project Outcome

The Eco-mmunity map featured interactive markers that created a dynamic layer of engagement for users. Lexus dealerships were highlighted prominently, showcasing eco-friendly hybrid models, while Smith Barney locations offering “Green Advisers” were also integrated to connect sustainability with financial decision-making. In addition, markers highlighted documentary locations, video program sites, and environmental news stories drawn directly from Sundance programming. These markers were automatically updated via RSS feeds, creating seamless cross-promotion between the map, SundanceChannel.com, and televised content while giving users fresh, interactive points of entry.

Together, these innovations positioned Sundance Channel as a pioneer in digital innovation, extending the brand’s influence from traditional broadcast into interactive and virtual environments. Eco-mmunity became a flagship initiative in gamifying sustainability and environmental awareness, while the Second Life screenings were recognized as groundbreaking for merging education, culture, and ecological awareness through film screenings and discussions on early VR platforms. By integrating sponsor content organically into the map, Second Life, and other digital experiences, Sundance provided tangible value for Lexus and Smith Barney, while also expanding audience participation. This cross-platform approach to the integration of streaming video, games, and user-generated contests significantly increased user engagement, strengthened sponsor partnerships, and solidified Sundance’s reputation as a leader in using digital media to amplify cultural and educational and brand storytelling.