PR giant Edelman is going the Web 2.0 route and looking to aspiring creative types to develop branded content for some of the firm's clients.

Edelman has launched Edelman Studios, an online studio where directors, writers and producers can register to create TV shows, short films and webisodes based on brand assignments. Matter, Edelman's entertainment branch, will oversee the submissions.

The top three artists for each assignment will each have the chance to pitch to the marketer. The creator who wins the pitch will be paid cash and work with Edelman Studios to develop the concept.

Edelman clients Burger King, Butterball, Expedia and Philadelphia Cream Cheese have already signed on.