by Erin Moy, Founding Partner at Entropico
What marketer wouldn’t want their next ad to go for 90 minutes and be transmitted to an engaged audience on one of the world’s most popular networks or streaming platforms?
For decades, the relationship between brands and media was delineated. Brands paid for a few precious seconds of airtime – the product placement – or punctuated programming with a short story of their own – the ad break – to spruik their goods. Their visibility was running parallel to the story, not implicitly a part of it. But in an era of streaming, on-demand content, and ad-free subscriptions, that traditional model is reinventing itself. The lines between advertising and entertainment are blurring, and brands are becoming producers, storytellers, and even entertainment studios in their own right. They’re no longer just supporting long-form culture. They’re creating it.
This isn't just about finding new ways to reach consumers; it's a fundamental change in how brands build relationships with their audiences, and how networks and streamers are financing film and TV projects.
The Pioneers: Red Bull and Nike
The journey of brands into the world of content creation isn't a new phenomenon. Some brands have been originating film and TV for years, understanding that their brand ethos could be translated into captivating long-form storytelling.
Red Bull is a prime example. Their long-form films, like cinematic snowboarding documentary The Art of Flight, don't just feature products; they embody the brand's core values and message them implicitly in captivating sports doc form. Similarly, Nike’s Breaking2, the one-hour National Geographic documentary that chronicled Nike’s ambitious attempt to break the two-hour marathon barrier, is a testament to the brand's commitment to athletic excellence and innovation. Tapping into the human desire to achieve the impossible, Breaking2 amplified a historical sports moment that was picked up around the world, and the documentary format allowed a deep exploration of the dedication, science, and human drive behind the monumental effort, creating a powerful, lasting impression on viewers. By leaping into long-form, both these brands have positioned themselves as thought leaders in their categories, building credibility and trust with consumers.
Is my new favourite social sitcom actually an ad?
Over on TikTok and Instagram, rent-focused financial startup Bilt is making waves, building brand alignment, and engaging followers with their short-form mockumentary sitcom Roomies. The branding is subtle and the marketing is positioned only in the account bios (for now), making the series a masterful move in building goodwill and awareness with their young customer base without hitting them with ad after ad. Zoe Oz, Bilt’s Chief Marketing Officer, recently explained to The Wall Street Journal, “Audiences are so adept at spotting advertising. How do we start to get people to pay attention, to engage with us without us having to, you know, throw it in their face?” For a brand currently focused on engagement and defining itself as not-just-another-credit-card-company, the move to produce long-form feels like a homerun.
Breaking into Mainstream TV
Brands are also now stepping onto the shiny floor sets of reality TV and competition formats, where their presence can be seamlessly woven into the fabric of the show, and integrated campaigns can be built out with the series’ stars. British retailer Marks & Spencer has teamed up with Virgin Media on Cooking with the Stars, a celebrity-heavy competition format, and has produced Dress the Nation with South Shore Productions, a show in the spirit of popular reality stalwart Project Runway, with both series being broadcast to broad audiences on ITV in the UK. These shows can be developed with a full marketing ecosystem behind them, from talent integration to social rollouts and in-store activations.
The Billion-Dollar Blockbuster
And what better example is there of the new brand-backed entertainment landscape than the record-breaking success of the Barbie movie. Produced by Heyday Films, LuckyChap, NB/GG Pictures, and, most notably, Mattel Films, the film was a masterclass in brand-led storytelling. A clever, thought-provoking, star-studded cultural event. Barbie proved that a brand’s intellectual property, when handled with creative vision, can be the foundation for a billion-dollar box office success, and the centrepiece of a cross-platform, cross-continent brand moment. The Barbie-verse didn't just engage audiences across theatres and TVs, it birthed multiple viral social media moments, brand collaborations with the likes of Xbox and Balmain, and cemented itself firmly in the pop culture canon.
Experiential Entertainment
In 2024, Entropico put our partners at YouTube front and centre during Halloween, and reminded the world that they are the ultimate home for horror, especially among their Gen Z audience. How? By tapping into a much-loved platform sub-genre called Analog Horror, and crafting a 10-minute meta-horror film in collaboration with horror creator Spencer Lackey (@spangerlookrey). Designed to be both educational and eerie, the video blended classic Analog Horror tropes, unsettling visuals, and self-referential humor – drawing viewers into an experience that felt like a horror story in itself. Packed with Easter eggs, participatory storytelling, and deep-cut genre references, it wasn’t just content – it was a love letter to the community. By tapping into nostalgia, innovation, and true genre appreciation, we solidified YouTube’s status as the ultimate home for horror storytelling – giving fans and creators a project that didn’t just spotlight the genre but became part of its legacy. The film has amassed 14 million views (and counting) as well as nods from the Webby and Shorty Awards.
At Entropico, we often act as a bridge, helping brands translate their values and platform strategies into compelling stories. We believe the keys to great film and TV are pairing rigorous story, stakes, and structure with fresh and engaging film craft. That remains true for brand-led Originals, too – plus the project needs to authentically align with and platform the brand’s core values.
The evolving media landscape is giving brands a new role to play – not just as advertisers, but as storytellers and creators. By moving beyond the ad break or product placement and embracing long-form content, brands can build powerful cultural connections and redefine what it means to connect with audiences.
