Dubbed ‘Contentment’, the unit will also use PR to amplify the activity.
The agency claims the new wing can help to combat brands’ fears about the new multi-channel media world.
Vice-president and creative director Jackie Cooper and director David Fine will head contentment, based in London with a team of five. Clients include Xbox, Dove and the newly-won Wonderbra account.
The division will work closely with other agency offerings including Me2, Edelman’s social media lab and Matter, its US-based entertainment practice as well as colleagues in Dubai and across Europe.
The new thinking on content-creation has helped Edelman win the European brand marketing account for Wonderbra.
Cooper, who worked on the account at JCPR during the ‘Hello Boys’ campaign in 1994, said: ‘Ten years ago Wonderbra spearheaded a new way of marketing. Now we want to create another iconic campaign.’
Contentment will create film content to coincide with the launch of a range of lingerie in September 2008. There will be sneak previews of the film starting next summer.
The division is also working with cosmetics brand Dove and has brokered a deal with film producers to engage the support of Hollywood talent for a new campaign.
Behind-the-scenes content will be created to show girls the reality behind idealised Hollywood images, to make them more realistic about their own body image.
Meanwhile... Edelman drew on the inspiration behind Contentment to promote last week’s launch event for Xbox game Halo 3. The agency is currently creating content for an Xbox film, which will coincide with its brand advertising campaign. It will be virally driven and will be released this autumn.