Join us on June 14th, 2023 at The Indeed Theater at Spring Studios for a day of conversations and breakout sessions with industry thought leaders as they share their insights and perspective on AI assisted story finding, purpose-driven stories, the rapid proliferation of distribution channels, and creating a more diverse and inclusive creative industry.
TRIBECA X SPEAKERS
Founder Spotlight: Diane von Furstenberg
During a career of nearly five decades, Diane von Furstenberg has exhibited an expert level of staying power through savviness and adaptation. From building a fashion brand from scratch to pivoting to QVC and relaunching her company to engaging a new generation of women in the digital age, her personal brand and businesses have flourished, achieving global popularity and recognition. Her philanthropic work has empowered women all over the world and her charitable donations have reshaped New York City’s landscape for the better. In a conversation with Seth Meyers, von Furstenberg will speak on the origins of her namesake company, her predictions for the fashion industry, and her advice for a younger generation of women entrepreneurs.
Writing the Next Chapter: The Importance of Brand Story for Brand Evolution
GE and GM, two iconic American companies, have thrived for over a century by adapting to accommodate changing times. Today, both companies are engaged in another historic era of transformation catalyzed by a changing world. In response to an evolving marketplace, GE is splitting into three companies focused on critical growth sectors: aerospace, energy, and healthcare. Detroit automaker GM is looking toward the future with a vision to create a world with zero crashes, zero emissions and zero congestion. For two brands so entrenched in American culture, communicating this level of change can be difficult; but there is one tool powerful enough to educate, inform, and onboard audiences to both brands’ new identities: storytelling.
In a conversation moderated by Jim Cooper of Digiday, GE’s Global CMO Linda Boff and GM’s SVP of Strategy and Innovation Alan Wexler will discuss how both experimentation and data-driven insights impact their respective narratives, what role corporate social responsibility plays in business and marketing decisions, and how they leverage the power of storytelling to inform consumers of these massive transformations designed to make the world a better place.
The Next Five Years in Streaming & What it Means for Movie Makers and Brands
Streaming has evolved over the last twenty years through iterations including posting video clips on services (YouTube, Facebook, Vine, Snap and TikTok), ushering in a new world of creators, and new forms of “big media” (Netflix, Hulu, and studios moving to streaming) making quality programming at scale. Companies like Tubi have focused on personalizing the experience around a library featuring tens of thousands of movies and TV shows in an ad supported platform. Looking to the future in a web 3.0 world, universes of content creation, personalization and programming will seemingly collide. The value of knowing your audience and making incredible creative for storytelling becomes even more important when audiences can own a collectible piece of their favorite content and have a stake in that storytelling. In this session that looks to the future, filmmakers will get insight on how to capitalize on these secular trends and brand marketers will get guidance on modern content creation, whether it be for entertainment or brands.
Rewriting the System With Web3
There are two camps of thought. One side suggests we update existing systems to create a better world. The other believes we need a system re-write. Haider Rafique, CMO of OKX talks about a world where we all have more control, mobility and various ways to trade our assets. A world where software allows us to be our own bank, to be interoperable and to trade without any intermediaries. Haider will address how OKX’s Web3 products are here to contribute to building this future.
From Awareness to Action: How John Deere Is Addressing Racial Inequities through Documentary Storytelling
The most effective stories for connecting with customers that care about your brand and the issues you endorse are compelling, authentic, and amplify your brand's core values. Gaining Ground: The Fight for Black Land is a 90-minute first-person narrative documentary film produced by Al Roker Entertainment that educates and addresses land ownership racial inequities that have existed in America for generations. It also touches on John Deere’s commitment to working with various support organizations focusing on the work needed to improve the lives and livelihoods of Black farmers, with a particular emphasis on the preservation of Black-owned farmland in rural communities.
In this session moderated by Variety’s Executive Editor, Brent Lang, Al Roker Entertainment CEO Al Roker, John Deere’s VP of Global Communications Mara Downing, and Emmy-nominated Producer/Director Eternal Polk discuss the rise of brand storytelling as a change agent, How a first-person narrative builds trust, empathy, and a call to action, as well as how to strike a balance between message and marketing all while implementing real world KPI strategies to measure and evaluate the impact of social impact storytelling efforts.
Doing Good is Good for Business: Brands Building Trust by Taking Action
Building brand/consumer trust isn’t easy. One surefire way to do it is to demonstrate shared values through action. CSR initiatives and tentpole values are no longer something to be relegated to the bottom of a brand’s website - rather, they should be positioned front and center for consumers to see. Gilead Sciences works with the community toward a collective, common goal of ending the HIV epidemic for everyone, everywhere by supporting the innovative work of grassroots organizations to help improve access to care for those in need, irrespective of circumstances. Through their public good division, Grindr for Equality is making its mark in its unprecedented response to the 2022 Mpox outbreak and its efforts to send free at-home HIV tests to those in need across the country. Through The Rainbow Disruption, Jarvis Sam partners with organizations to develop practical solutions that champion DEI in the workplace and enable systemic progress where authenticity, empathy, growth mindset, and transparency are celebrated. This session moderated by Forbes CRO Sherry Phillips will delve into the multi-layered value of stepping up and serving their communities and how important it is for consumers to see the brands they use take positive, impactful action.
Tapping the Power of Inspiration
Brands are discovering the power of longer form storytelling to bring awareness and inspiration for empathy and societal change. Brands like Indeed, U.S. Bank, and Stacy’s Pita Chips are investing in inspirational storytelling, showcasing the humanity of people that belong to their consumer base. U.S. Bank’s film Translators educates and inspires, introducing us to the fact that there are over 11 million child translators in the U.S. Theirs is the story of 2nd generation immigrant children whose everyday routine is translating for their parents. Indeed’s “Rising Voices” series recognizes that talent is universal, but opportunity is not. The series, now in its 3rd season, shines a light on BIPOC storytellers and provides funding for their filmmaking projects. As a woman-founded brand that grew from a sandwich cart to a household snack brand, Stacy's® Pita Chips has been fiercely dedicated to helping women rise through its annual mentorship program, the Stacy's Rise Project. With the launch of this year's program, the brand deepened its commitment by celebrating women's strength in the face of adversity with Rise, a short film that follows three previous winners of the mentorship program. This conversation will take a closer look at each project and demonstrate what it means for a brand to inspire with story.