By Jordan P. Kelley, Content Director, BrandStorytelling
As we enter 2025, it is clearer than ever that in the back half of this decade, brand building and audience engagement will be rooted in the creation of brand-funded content and entertainment. Brands are already producing entertainment that rivals the quality of the most popular content found at every level from social to streaming, and audiences are responding resultantly. According to the 2025 Artlist trend report, 76% of consumers prefer brands th at offer engaging, story-driven content over traditional advertising methods. Audiences have steadily been shifting towards valuing meaningful connections with brands that resonate on an emotional level. Now, as digital consumption grows exponentially, brands have a golden opportunity to reach audiences, build relationships, and create culture by producing content that informs, educates, captivates, and entertains.
BrandStorytellingConsider the $44 billion sustainability opportunity highlighted in Glow's The Size of Prize Report, which emphasizes the lucrative potential for brands operating sustainably. The sustainability market's rapid expansion across a variety of industries illustrates that consumers are increasingly rewarding brands that align with their values. And what has been the most effective method for communicating those values to consumers? Impact storytelling. By leveraging storytelling, brands can achieve significant brand affinity and uplift, translating into higher customer loyalty and increased market share. This shift underscores the need f or brands to think beyond traditional marketing strategies and invest in content that not only entertains but also aligns with the evolving expectations of modern audiences.
Championing the delivery of authentic narratives through today's popular mediums has been the guiding principle behind BrandStorytelling, the organization on a mission to support, educate around, and inspire brand-funded content and entertainment. This year, it celebrates the tenth anniversary of its flagship event BrandStorytelling: a Sanctioned Event of Sundance Film Festival, where the best in brand-funded content and entertainment today will be celebrated and showcased for industry peers. These projects, comprising feature films, shorts, series, and podcasts, represent a variety of genres, storytelling styles, and brand goals from entertainment to education to impact. And while they are each markedly different, they share the common theme of demonstrating excellent brand-produced narratives, setting the tone for what's to come in this burgeoning space.
Here's a closer look at 13 projects that are driving brand values, opportunities for creatives, and audience lift all at once:
A Radical Act: Renee Montgomery
Brand: Procter & Gamble
Procter & GambleThis inspirational feature documentary about Renee Montgomery, the first former WNBA player to be both a co-owner and executive of a WNBA team, was produced by LeBron James and Maverick Carter's UNINTERRUPTED and P&G Studios. Directed by Emmy Award winner Sandrine Orabona and distributed on Roku, the film showcases Montgomery in all her public facets - a two-time WNBA Champion, sports broadcaster, and activist who is currently co-owner and vice president of the Atlanta Dream. It is an intimate portrait of Renee and the experiences that formed her character, from growing up in West Virginia to winning a national title at the University of Connecticut, then going on to capture two WNBA titles with the Minnesota Lynx. The documentary follows Renee's transition from player to front office and reflects how family and community helped turn Renee's integrity into a game changer.
Black Girls
Brands: Procter & Gamble, Juniper Networks
Procter & Gamble, Juniper NetworksThere are films that expand our emotional capacity and then there are some that move us from bystanders toward action – "Black Girls" aims to do both. Social justice media company Never Whisper Justice sophomore film arrives as a visual anthology on the expansiveness of Black womanhood and how the corners of intersectionality can bring us all closer to the edge of a new beginning. Through a mosaic of intergenerational healing that traces the spectrum of advocacy, this chaptered exposé from director B. Monét gives us all permission to be our whole selves. As uncertainty becomes a cultural norm, "Black Girls" highlights how necessary it is to invest in Black stories if we dare to create a world that honors each other in unprecedented ways.
Sensory Overload
Brands: Haleon, Sensodyne
Haleon and SensodyneComing Soon
So much of the world still views neurodivergence as negative, and sensory sensitivities as strange. "Sensory Overload," directed by Kiana Moore, is shifting that narrative, telling the true stories of individuals who prove that these aren't deficiencies—they're just differences. In this film produced by Vox Creative and its Epic Stories team and Publicis LeOne powered by Digitas, audiences will meet a neurodivergent lab technician and labor advocate, a dentist and father specializing in sensory sensitive care, and a mother adapting to the needs of her neurodivergent children. They will also hear from advocates and experts in the fields of neurodivergence, policy, and health care. Through their voices, viewers will gain a better understanding of how all brains function. The film showcases the ways neurodiversity can be a superpower, how it exists on a spectrum that touches so many of us, and how a deeper understanding of neurodiversity can help to create a more inclusive� ��and wonderfully sensitive—world for everyone. This isn't just a film about the neurodivergent spectrum, it's about the spectrum of human experience.
Daniel Really Suits You
Organization: Human Rights Campaign
Human Rights CampaignIn a short directed by Karimah Zakia Issa, "Daniel Really Suits You" subtly and elegantly exemplifies normalcy and humanity within the trans experience by highlighting universal milestones in the life of a young trans man, Daniel. Partnering with Grove Insight and BRINK MEDIA, the Foundation conducted public opinion research and created a story bank of trans experiences, emphasizing shared human moments. By testing short video clips and taglines across various demographics, the campaign demonstrated its effectiveness in positively shifting opinions about transgender people. This initiative seeks to foster empathy, change perceptions, and build a more inclusive future, showcasing Daniel's journey through familiar adolescent milestones like shaving and getting a driver's license.
From the Heartland
John DeereIn 2014, a devastating flood swept over the small town of Luverne, Minnesota, destroying public infrastructure, personal property, and some of the most fertile farmland in the country. The aftermath left farmers, Shawn Feikema and his brother, Mike, deciding whether to protect themselves against the effects of climate change by adopting more progressive farming practices, or to continue the traditions handed down by the generations of farmers before them. "From The Heartland," directed by Matt Coddaire, explores the symbiotic relationship between America's rural communities and American Agriculture, and how its tragic past continues to affect farm operations across the country to this day.
The Final Copy of Ilon Specht
Brand: L'Oreal Paris
L'Oreal ParisFrom L'Oréal and celebrated two-time Oscar winner Ben Proudfoot comes "The Final Copy of Ilon Specht," an intimate and heartfelt deathbed account of the unsung advertising genius who created L'Oréal's iconic slogan, "Because I'm Worth It," in 1971. This four-word phrase became a powerful feminist manifesto, challenging societal norms and asserting women's self-worth. Against all odds, it revolutionized the advertising industry and left an indelible mark on popular culture. The documentary short captures testimony from Specht in her final days and celebrates her groundbreaking contribution while reflecting on the enduring impact of her work, which continues to represent the philosophy and values held by the multinational personal care brand to this day.
The Last Barf Bag
Brand: Dramamine
Dramamine"The Last Barf Bag" (Dramamine / FCB /Sunny Sixteen at Rakish) is a documentary that explores the cultural impact of a humble but crucially useful invention. In it, we meet the barf bag collectors whose passion drives them to try to save it from extinction, and their unlikely ally: the makers of Dramamine, the anti-nausea medication that threatens its existence. Directed by Niles Jeran, Joshua Martin, Taylor Pendleton, and Caleb Babcock of the directors collective Sunny Sixteen, "The Last Barf Bag" introduces us to doctors, pilots, historians, collectors, brand managers, suppliers, flight attendants, and just regular people with some great barf stories.
The North Face Presents: Trango
Brand: The North Face
The North FaceComing Soon
In an upcoming film from The North Face directed by Leo Hoorn, mountaineers Christina Lusti and Jim Morrison harness the lessons from their near-disastrous 2023 expedition to the Trango Towers glacier, where they battled treacherous snow conditions and severe illness. In April 2024, with a new dream team including Chantel Astorga and Sam Anthamatten, they're set on conquering a first ski descent of Trango Towers. This thrilling film dives into risk tolerance and personal journeys, showcasing their relentless drive to push boundaries and embrace the wild, even in the face of danger.
The Life We Have
Brand: REI
REIComing Soon
Rob Shaver wakes up every day to face a battle few can see. Diagnosed with stage four bone cancer nearly 20 years ago, Rob has continued moving forward through the pain - maintaining a daily run streak of over 1,300 days after his third reoccurrence in 2020. "The Life We Have," directed by Sam Price-Waldman and produced by REI Co-Op Studios and Wondercamp, offers an intimate look into Rob's life, showing the toll of his illness and the powerful perspective he's gained along the way. In this deeply moving portrait of one man's pursuit to engage with every day he's given, Rob pushes through the pain while appreciating the gift of life, finding strength in community and gratitude.
Through the Storm
Brand: Nike
Nike"Through The Storm," produced by Nike and Voyager, follows the 2023 season of the Red Lake Nation (Ojibwe) high school football team. Despite dwindling interest and a two-decade-long losing record, a determined coach and group of young athletes fight to keep their football program alive. The film, co-directed by Charles Frank and Fritz Bitsoie, is an exploration in overcoming loss, following the personal triumphs and hardships of the players and their families, and how football serves as a symbol of hope, unity, and resilience for the people of Red Lake.
Black CEOs, In Their Own Words (Episode: Technicolor)
Organization: The George & Fay Young Foundation
The George & Fay Young FoundationThis series of short docs from The George & Fay Young Foundation produced by Universe Creative, explores the roles of race, class, and upbringing in nonprofit leaders' personal and professional lives. Each episode focuses on the life of a Dallas-based CEO of color from childhood through their current work. In the episode 'Technicolor', Byron Sanders, a superhero-obsessed Black kid from South Dallas, seizes an opportunity to go to a predominantly White private school. While there, his reckoning with race and class puts him on a path to becoming CEO of one of the most influential nonprofits in the city of Dallas. Director Scott Faris brings this story to life with great creativity, using flashbacks to realize the memories of a young Byron (played lovingly by Byron's son, Bryce).
The Crux (Episode 4)
Brand: The North Face
The North FaceHigh stakes, fierce rivalries, and dreams teetering on the edge define the captivating world of competitive climbing. "The Crux," a series from The North Face and National Geographic produced by Little Monster Films and Think Less Studios, is a heart-pounding, four-part docuseries that thrusts viewers into the Climbing World Cup circuit, the ultimate battleground for the world's elite climbers. In this episode, the climbers train together while chatting about their careers and relationships. Friends become rivals as they strive to reach their dreams. Produced with the support of the International Federation of Sport Climbing and directed by Nonuk Walter, Cole Sax, and Phil Hessler, "The Crux" provides a unique insider's look into this increasingly popular sport and its participants.
Choiceology with Katy Milkman (Episode: To Know What You Know)
Brand: Charles Schwab
Charles SchwabNow available on all major podcast platforms
In the Choiceology podcast, hosted by Katy Milkman and produced in partnership with Charles Schwab by Sequel, listeners explore the science of decision-making and the biases that influence our choices. This episode delves into the Dunning-Kruger effect, a cognitive bias where individuals overestimate their abilities, featuring insights from David Dunning, one of its original researchers. The episode begins with the story of Cecilia Jimenez, a Spanish grandmother whose attempt to restore a church fresco led to international fame due to its unexpected outcome. Andrew Flack discusses his experience meeting Cecilia and co-creating the opera Behold the Man, which portrays her well-intentioned yet flawed restoration project. David Dunning then elaborates on the widespread nature of the Dunning-Kruger effect, encouraging listeners to acknowledge their own knowledge gaps and approach situations with greater humility.
The projects above are Official Selections at BrandStorytelling 2025: A Sanctioned Event of Sundance Film Festival, taking place January 22nd – 25th in Park City, Utah. For more information on the event, visitbrandstorytelling.tv/brandstorytelling2025.
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