The Future of Brand Storytelling

The future of brand storytelling and the importance of keeping it creative. The kind you want to actually watch and share.

At the recent brand storytelling event in Park City, I thought a lot about how much brand marketing and storytelling has merged with the world of media & entertainment, and just how savvy consumers are everywhere. So we all better bring it, take chances, stay creative, and know who we are talking to. With over 350+ brand representatives, agencies, content studios, and platform representative, it’s clear that content continues to evolve and partner across industries. "The event and its impact have grown year over year, but 2024 it took a quantum leap forward with a record turnout of brands, production companies, agencies and talent,” said BrandStorytelling Co-Founder and Director Rick Parkhill. “If BrandStorytelling 2024 is any indication of how brands are focusing on engaging audiences rather than interrupting, then the media environment is due for some big changes.” So let’s take a look at some people doing it right, from some of my recent picks to this years winners.

FASHION: Alexis Bittar. Whoever is behind the "Margeaux and Jules" content series for Alexis Bittar needs a raise. This type of storytelling, where the brand is naturally integrated and jewelry is worn by the cast of characters, is enormously entertaining in short video across Youtube, Tiktok, Instagram. Lead by Margeaux (old UES money maven) and Jules (suffering assistant), they adventure around Manhattan, and have interactions with known editors, celebs and more - it's funny, absurdist, very New York, and a great example of brand content people enjoying watching and sharing. (This type of content can play out well for both fashion and hotel/travel brands) WATCH HERE

TRAVEL: Expedia + Hotels.com. Considering how many brands I work with in this space, I am not often ‘wowed’ by the creativity. However, it is a field ripe for global storytelling and partnerships. So I was pleasantly surprised to see Expedia partnering with relevant social media personalities like Tefi fro Tikok, talking about what travel destination means the most to her. And Hotels.com partnering with Variety to share a ‘Hotels on Film’ series. More of this crossover please! WATCH HERE

Several films were awarded for outstanding work by the BrandStorytelling Official Selection Committee:

Director Award: Amber Fares, We Are Ayenda (WhatsApp)

Producer Award: Stept Studios, 109 Below (Arc'teryx)

Brand Award: Rising Voices: The Ballad of Tita and the Machines (Indeed)

Impact Award: The North Face Presents Groundwork: A Family Journey into Regenerative Cotton (The North Face)

Jury Award: Gaining Ground: The Fight for Black Land (John Deere)