Tribeca X celebrates the intersection of advertising and storytelling. This year, on April 26th, our inaugural Tribeca X: A Day of Conversations will bring together industry leaders and creators from brands, agencies, and filmmaking to discuss the landscape of branded entertainment and examine the achievements of brands that are adventurous and distinctive in their work. Participants include keynote speaker P&G Chief Brand Officer Marc Pritchard; Patagonia Founder Yvon Chouinard; TBWA Worldwide Chief Diversity Officer Doug Melville; President & CEO of The Ad Council Lisa Sherman; Actress/Creator Natasha Lyonne, and more.
Since 2016, the Tribeca X award has recognized the best artist & brand collaborations of the year, with a special jury awarding a singular Tribeca X award to the best brand supported work. This year we have expanded to honor work in four categories: feature film, short film, episodic, and VR. This year will also see Tribeca X expand beyond the award and half-day event, to include public screenings of the finalists on April 25th.
Tribeca X: A Day of Conversations is an industry-oriented event open to filmmakers, brands, agencies, and anyone interested in learning more about branded entertainment.
Tribeca X: A Day of Conversations
April 26th, 9am-2:30pm, The Festival Hub at Spring Studios
Keynote Speaker Marc Pritchard
Chief Brand Officer
Marc Pritchard is responsible for P&G’s brand building worldwide. He sets the Company’s multi-billion-dollar media advertising strategies, and leads marketing innovations that guide brand building for P&G’s portfolio of 65 trusted, quality brands. As top brand builder and P&G veteran for more than three decades, Marc believes in the power of brands to serve people with the best-performing products, while also being a force for good through ethics and responsibility, community impact, diversity and inclusion, gender equality and environmental sustainability. He continually leads P&G’s brand building reinvention and is a leading voice in the media, marketing and creative industry.
What’s Next For Women in Branded Entertainment?
Movements like Times Up and 50/50 by 2020 are sweeping across the film industry, demanding change and parity for women storytellers. How have these ripples been felt in the world of branded filmmaking? How do brand collaborations offer unique opportunities for women's stories and voices, and how do those stories elevate a brand and resonate with consumers and audiences? How does the incredible work being done by female creatives and brand leaders make both the content and the brand better? And now that change has come, what happens next?
Activism and Impact
Films have a long history of effecting change. In advertising, having a purpose is more important than ever. How can activism oriented brands and organizations achieve their impact-oriented goals by working with real filmmakers and creators to tell stories that support their mission? How can companies support the socially impactful work already being created in this space? What types of content can be created to help further the message and raise awareness for important causes?
Founder Spotlight: Yvon Chouinard, Patagonia
Patagonia is recognized as one of the most mission-driven brands in the country. What most people don’t know is that the reach of this California-based retailer extends far beyond brick and mortar stores, blurring the lines between commerce and activism. Patagonia is an award-winning film company, an emerging leader in the organic food industry, and a fearless supporter of environmentalist causes, currently suing the Trump administration in an effort to protect Bears Ears National Monument. Patagonia’s founder Yvon Chouinard will share the story behind the brands most recent feature-length film Artifishal and the company’s mission to save our home planet.
The Immersive Method
Immersive technology has changed the way we create and consume content. Whether you’re a creator or a brand, there has never been a better opportunity to engage audiences with experiences that tell a story. VR and AR driven concepts allow artists to take their creative visions to new and exciting heights, exposing audiences to the world around them. Brands are using experiential marketing to create interactive, story-driven experiences that have resonated with consumers. How will immersive storytelling continue to evolve and influence the trends of branded content and the landscape of advertising?
Creator Spotlight: Natasha Lyonne
Celebrated Emmy-nominated actress Natasha Lyonne stepped behind the camera in 2019 for her critically-acclaimed Netflix show Russian Doll. Her directorial debut, in fact, came in 2017 with the short film Cabiria, Charity, Chastity for fashion brand KENZO’s 2017 campaign. In this one-on-one conversation, Lyonne will share the story behind her stunning KENZO collaboration and her point of view on the trends of brand supported filmmaking. She’ll discuss how her creative approach to a brand partnership differs from her traditional film and TV work, as well as the unique opportunities that can be created when artists, independent filmmakers and influential brands join forces.
Case Study: Uncle Drew
A process-oriented conversation that brings together the key collaborators behind the Pepsi franchise Uncle Drew, one of the most successful examples of branded entertainment crossing over into mainstream culture. They'll discuss how it broke the mold of conventional marketing, the impact it has achieved and how it evolved creatively – from a short-form advertising campaign to a successful theatrically released feature film.
X Award Finalists
Artifishal: The Road to Extinction is Paved with Good Intentions
Director: Josh "Bones" Murphy Brand: Patagonia
A film about the fight for wild fish and rivers. It explores wild salmon’s slide towards extinction and the financial, social and ecological costs of human arrogance.
Director: Charles Stone III Brand: Pepsi Agency: The PepsiCo Content Studio
After draining his life savings to enter a team in the Rucker Classic streetball tournament in Harlem, Dax is dealt a series of unfortunate setbacks. Desperate to win the tournament and the cash prize, Dax stumbles upon the man, the myth, the legend Uncle Drew, and convinces him to return to the court one more time.
Billy Durney’s hard work towards his dream restaurant came to an unexpected halt when Sandy hit. But that didn't stop him from helping his Brooklyn community. He lifted spirits with damn good barbecue.
Director: Daniel Askill Brand: Calvin Klein Agency: Visionaire
A meditation on the ultimate fate of humanity's relationship with technology. The film follows a gifted young woman who awakens into a post-apocalyptic world and must transcend a violent confrontation with a lifelike Artificial Intelligence.
The online mini-series features Wu-Tang artists eating White Castle’s Impossible Sliders while orbiting Earth answering questions from fans. The setting represents Impossible Foods’ vision for having such an impact on the planet you can see it from outer space.
Since 1966, we've seen walls not as obstacles but as opportunities. They are a chance to explore what we believe to be possible. They are a vertical proving ground for grit, perseverance, and determination. This series celebrates the walls that unite us not divide us.
Monday, April 22 - Wednesday, April 24, from 10AM-6PM, registration at the Festival Hub at Spring Studios
Friday, April 26, from 9AM-2:30PM, Tribeca X: A Day of Conversation, the Festival Hub at Spring Studios
Director:Hernan Barangan Brand: Stand Up To Cancer, HP, Intel Agency: Springbok Entertainment
An immersive experience following the harrowing and inspirational journey of Maggie Kudirka, a ballet dancer and rising star at the Joffrey Concert Group, who at 23 years old was diagnosed with incurable stage four metastatic breast cancer.
Director: Patrick Meegan Brand: Diageo Agency: Jaunt, Taylor
Diageo’s “Decisions: Party’s Over” demonstrates the company’s commitment to social responsibility through innovative VR technology that engages consumers in a first-person, 360° immersive story about the dangers of binge drinking.