The creative industry bears little resemblance to what it used to. So what do producers of screen entertainment need to know about the commercial side of storytelling? Four voices from the industry share their insights in this Advertiser’s Briefing.
- Production Unplugged: Working Direct to Client
- When the Story Sells Itself: Designing the Commercial Imagination
- How bad is AI? Now you can find out…
- If It’s for Everyone, It’s for No One: Why Audience Definition Must Start in Development
Production Unplugged: Working Direct to Client
Many production companies see the growth of Direct-to-Client work as the best opportunity to grow their business. The APA conducted two research projects into those opportunities and the barriers to growth and what production companies needed to do to overcome them. That culminated in Production Unplugged, the first event solely dedicated to bringing production companies and advertisers together. It was a great success, with over 50 brands attending. What are the key learnings for production companies keen to win more direct to client work? Steve will provide the answers.
In association with
Advertising Producers Association
When the Story Sells Itself: Designing the Commercial Imagination
Stories have always carried a message, but now, they carry a market. In today’s entertainment landscape, commerce doesn’t just surround the narrative; it lives within it. As production designers, we’re shaping worlds where brands, investors, and audiences all have a seat at the creative table, from product-integrated props and value-driven storylines to immersive experiences and collectable worlds. We want to look at how storytelling and marketing have merged into a single visual language, exploring what it means to design stories that inspire, persuade, and ultimately sell, while ensuring the story never loses its soul.
In association with
BFDG
How bad is AI? Now you can find out…
AI is transforming content creation — but what’s it doing to your carbon footprint? AdGreen’s new AI Usage measurement feature helps production teams assess the environmental impact of AI, right from the budgeting stage. We’ll unveil how the new feature works, what it reveals, and why context is everything when deciding how to approach your next production.
In association with
AdGreen
If It’s for Everyone, It’s for No One: Why Audience Definition Must Start in Development
Most films don’t fail in marketing — they fail in development. In this fast, practical session, Jonathan Sadler argues that audience definition isn’t a late-stage exercise but the foundation of a film’s creative and commercial success. Drawing on two decades of experience across studio and independent releases, he shows how early decisions in story, genre, casting, artwork and positioning determine whether a film will cut through or disappear. Attendees will leave with a clear framework for building marketability into their project’s DNA from day one, ensuring their film is designed for someone— not everyone.
In association with
Magus Films
