Programme

Airheads: When did everybody become so stupid?

With deep fakes plaguing the internet, staged social content going viral, and ridiculous political rhetoric’s being accepted, technology has placed an illusionary layer over reality, and when AI is replacing the mouths of millions, where are all the real voices?

This session will investigate why it’s so easy to dupe the general population, what factors drive what we do and don’t believe, and what the rise of fake content means for creativity.

And finally, for some, is a fake world more appealing than the real one?

From spots to features: How commercial vision can evolve into cinematic scope

In this session Caviar US EP & Managing Director Michael Sagol and Caviar Head of Film & TV Allison Hironaka are joined by acclaimed directors Jody Hill and Keith Schofield to unpack the creative, strategic, and business realities of transitioning from commercial work to long-form storytelling.

The panel will discuss the intricacies of what it really takes to make the leap to features, and for a production company to back that move.

The panel will explore the following:

• How the discipline, efficiency, and visual precision honed in advertising, can translate into powerful feature filmmaking
• The creative evolution required to move from 30-second storytelling to sustained narrative arcs
• The internal and external challenges of green lighting a feature with a director best known for commercials
• Navigating industry perception, representation, and financing when shifting lanes
• How directors can balance commercial careers while developing and delivering long-form projects

This session goes beyond inspiration, offering insight into risk, timing, relationships, and what it takes for a director to expand their creative footprint from brand storytelling to the big screen.

Designing brand DNA: The strategic power of Sound

We obsess over logos, colour palettes, and brand consistency at every touchpoint. Yet, sound, the sensory trigger most directly linked to emotional memory and purchase intent, gets only half a day in post.

Jessica Entner, VP of Warner Chappell Music and Aurélien Rubod, Partner at Bleue.tv are making the case for sonic identity as a core strategic tool, backed by neuroscience, measurable impact, and some of the most iconic sound decisions in modern branding.

The art of the counterattack: Turning cultural moments into creative advantage

As LA prepares to host the World Cup, GUT LA CCOs Ari Abramovici and Bruno Acanfora ask, does the world’s biggest tournament offer marketers and advertisers a global storytelling engine and will many choose to play it safe on the creative battlefield.

Drawing on real campaign thinking, timely insights, and the experience of working on 3 previous World Cups, this session offers a practical and inspiring look at how brands can show up meaningfully by doing things differently in the moments where the world is watching.

Abramovici and Acanfora will explore how bold storytelling, sharp craft, and cultural timing, can turn fleeting sports moments, into universal narratives, including:

• Sports as storytelling: Why the World Cup functions as a shared cultural narrative and how brands can tap into real emotion, identity, and fandom.
• Sports & advertising craft: How execution, timing, and creative ambition elevate sports advertising from sponsorship to storytelling.
• AI & the future of sports marketing: How AI can enable smarter, faster counterattacks by scaling ideas and craft without replacing the human insight that makes work resonate.
• What it was like to shoot five times with Lionel Messi.

Heads of Production AMA

This session see’s heads of production from top agencies and in-house production leads, discuss key challenges shaping the industry.

From evolving working practices and potential pitfalls, to the growing impact of emerging technologies on the role of production. The panel will debate the not insignificant transformation the industry is currently undergoing, and the channels through which creative and production flows.

A substantial portion of this session will be dedicated to a Q&A, giving the audience the opportunity to get those big questions answered.

How Miro used AI to resuscitate a brand campaign from the cutting room floor

What happens when a brand campaign ends up on the cutting room floor? For Miro and Tool, it became an opportunity to experiment in AI-powered production.

In this session, Tool reveals how a shelved brand campaign was reimagined and rebuilt using AI-driven content creation. The talk explores how traditional filmmaking workflows translate into emerging AI production processes—and how producers, directors and agencies can start treating AI as a practical creative tool rather than a mysterious black box.

From selling the idea internally to navigating the realities of AI production, attendees will hear the full story behind the project and the creative and business impact it delivered for Miro. Along the way, the session cuts through the hype to unpack what AI-generated content can actually do for brands today.

Skittles and Super Bowl: How to stuntvertise with style

How do you pull off a high-wire, high-stakes idea in real time during the biggest ad moment on the planet?

In this session, the agency and production company behind Skittles’ Super Bowl live spot unpack their perspectives, the craft and nerve it takes to make it happen. We’ll also dive into Skittles’ long-running playbook of going off-piste and what brands can learn about creating work that cuts through.

Deconstructing the Matrix

In this session Greenfield will discuss how a singular artistic voice is built and sustained across decades of cultural change. From her early work at Harvard, where an anthropological eye first shaped her practice, to the award-winning films, photographs, and global campaigns that cemented her international reputation, Greenfield traces how artists return to the same essential questions while constantly reinventing form, medium, and distribution.

Known for her incisive explorations of gender, consumerism, and the American Dream, she connects the rigor of long-term documentary work, to the cultural force of projects like the acclaimed 2015 “#LikeAGirl” Super Bowl commercial and her recent LEGO Education film, in which children define the rules for engaging AI.

Looking ahead to her forthcoming monograph The Queen of Versailles: An American Allegory and a major multi-platform exhibition at Fotografiska Berlin, Greenfield offers a rare, candid blueprint for creators: how to stay fearless, maintain clarity of vision, and build the long creative through-line that defines an enduring artistic voice.