Why Hollywood And Brands Are On The Same Script

AS TECHNOLOGY EXPANDS PLATFORMS, THE CRAFT OF MAKING A FILM AND BRAND STORYTELLING INCREASINGLY SHARE CREATIVE FOCUS.

- Andrew Panay

It’s an exciting time to be a creator. There are so many new platforms we can use to express our voices and tell stories—positive stories that make people feel good, laugh, cry, and that give audiences an emotional experience.

Among the team, Brian Klugman, Nate Tuck and Ahmet Zappa, we have been telling stories in the long form for more than 25 years. Now we get a chance to work with brands like Microsoft and it’s opened up a whole new creative world to us. After all, launching a movie is a lot like launching a product.

We love exploring the soul of a brand and finding ways to show people all sides of a company through reimagined narratives. Finding creative expression that reflects the brand, lands a message and sells a product is formidable. Brian, our creative guru, often quotes Stanley Kubrick when he says, “Some of the most spectacular examples of film art are in the best TV commercials.” It’s true.