There's been a need for more creative advertising [from consumers] and advertisers will have to find other ways to provide content that gets their brands into consumers’ consciousness. This is actually a great boon for performers because it's a whole new area of content that they can work in.
Sue-Anne Morrow
SAG-AFTRA National Director, Contract Strategies Initiatives & Podcasts
For the most part, the conversation about the continued use of technology in entertainment and media has largely been centered around films and episodic television. However, technology is bringing vast changes to the advertising industry with new and more innovative opportunities for performers.
As part of SAG-AFTRA’s C Space Programming at CES 2023, Future Shock: The Tech and Trends Changing Entertainment, the union hosted the panel, Ad-ventures in Advertainment. Ad-ventures brought together a panel of industry professionals and contract experts — SAG-AFTRA member and actor Sam Ashgari, director-producer and Feigco Co-president Paul Feig, Powderkeg Chief Executive Officer and Feigco Co-president Laura Fisher and SAG-AFTRA National Director, Contract Strategies Initiatives & Podcasts Sue-Anne Morrow — to talk in-depth about this major shift.
With panel moderator SAG-AFTRA Executive Vice President Ben Whitehair, the group outlined how technology is helping to tell more interactive stories and offer some early examples of these changes, including Feigco’s latest interactive project, the Mr. Right app, and what these changes mean for creatives and performers. Also discussed were SAG-AFTRA’s plans to continue fostering growth in this sector with their ongoing work with advertisers and brands.
This panel aired as part of the SAG-AFTRA President’s Task Force on Education, Outreach & Education’s video programming. More panels, interviews and workshops can be found at sagaftra.org/videos.
The views expressed by the guests are their own and not that of SAG-AFTRA. Any mention of products or services does not imply SAG-AFTRA’s endorsement.
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