BigTime Creative Shop’s Rayyan Aoun calls for a new era of bold creative production with a powerful narrative that resonates with audiences.People are being bombarded with low-quality content on a daily basis. And this onslaught is only going to get worse. AI-generated content has taken over the internet and some experts predict that by 2026, up to 90 per cent of online content may be automated.
The result is that people are craving high-quality, compelling storytelling more than ever before. The brands that cut through will be those offering something meaningful instead of just adding to the noise.
Here’s a look at how this shift in consumer demand and the latest advances in technology are shaping creative production in 2025.
The resurgence of long-form creative production
One of the big Oscar contenders this year is The Brutalist, a film which is almost four hours long and has a 15-minute interval. The movie packed cinemas on its opening weekend last year.
Contrary to what you’d expect in an age of decreasing attention spans, the film’s producers, A24, generated buzz by billing the film as an event and leaning into its running time and intermission as key selling points.
Audiences are increasingly seeking out quality long-form content, which is likely to be a reaction against the torrent of often empty short-form content fed to us on social media.
“It’s all about good storytelling.”
Streaming platforms’ demand for fresh, engaging content is also helping to drive this resurgence in long-form. Netflix and Amazon are especially keen to invest in high-quality local content that resonates with regional audiences while maintaining global appeal.
If what you’re offering is creative and compelling enough, then audiences will give it their time and attention. This presents a big opportunity for advertisers to partner with creators in developing branded narratives that feel cinematic yet personal.
Long-form content allows brands to dive deeper into storytelling, building richer worlds and more complex characters that foster a stronger connection with viewers. For brands eager to highlight their values and mission, the extended format provides the perfect canvas to communicate authenticity and depth.
Take inspiration from the Cannes Grand Prix-winning film for WhatsApp, ‘We Are Ayenda’, depicting the true story of WhatsApp’s role in helping the Afghanistan Women’s Youth National Football Team escape the Taliban.
Storytelling remains king
With so much clutter out there, it can seem like it’s harder than ever to make an impact. But the fundamentals still apply: it’s all about good storytelling. No matter the format, whether it’s a long-form narrative, a snappy social media post or a high-budget commercial, a compelling story will capture and hold your audience.
Audiences crave stories that resonate, spark curiosity and stay with them long after the show’s over. Focus on crafting narratives that speak to universal themes while remaining authentic to your brand.
Immersive, interactive experiences move mainstream
VR and AR have now become integral parts of the creative toolkit, allowing audiences to step into your story. Interactive experiences, such as choose-your-own-adventure narratives or live, participatory events, enable brands to forge deeper connections with their audiences, from Gucci’s Garden experience on Roblox to Michelob Ultra’s ‘Lap of Legends’.
As these technologies become more accessible and sophisticated, expect them to play a bigger role in marketing across sectors.
AI revolutionising creative production
AI is reshaping the film industry, particularly in post-production, traditionally the most time-consuming part of filmmaking, where it’s making processes faster, smarter and more cost-effective.
In production, AI is enabling real-time effects on set and utilising algorithms to analyse raw footage, create rough cuts, suggest transitions and ensure consistency during grading. It’s also unlocking new creative possibilities, from generating lifelike CGI characters to helping filmmakers realise ambitious visions while staying within budget – pushing the boundaries of on-screen storytelling.
AI also presents us with unique challenges, but by prioritising human creativity and ethics and understanding AI’s potential and capabilities, creatives can push the boundaries and embrace bold and ambitious ideas that once seemed impossible.
Welcome to a new era of bold creative production
Whether you’re harnessing AI, creating long-form content for streaming platforms or diving into immersive experiences, a powerful narrative will ensure your work resonates with audiences.
The future of creative production is bold, dynamic and full of possibility – and it’s up to all of us to make the most of it.
By Rayyan Aoun, Chief Creative Officer, BigTime Creative Shop.
