We’ve heard it all before: the 30-second ad is dead. In fact, I can’t even remember the last time I willingly watched a commercial—unless I was reluctantly stuck on broadcast TV for some baffling reason. I've gone as far as paying for premium subscriptions on YouTube or apps like F1 just to avoid ads that don’t speak to me. The days of mindlessly zoning out through ad breaks are gone, and a new kind of brand relationship must emerge. Brand Funded Entertainment.
Rather than brand-funded content, let’s call it collaborative storytelling.
This shift in language isn’t just semantics—it’s a signal of a shift in how brands and creatives are coming together to create something meaningful. The focus has moved from simply investing dollars for a product integration, to a true partnership between brands and storytellers. Brands are no longer just the sponsors of a story—they are a part of it. They bring marketing expertise, resources, and distribution power to the table, all while respecting and amplifying the creator’s vision.
To illustrate the power of collaborative storytelling, look no further than WhatsApp’s partnership with Mercedes-AMG Petronas F1 Team. Their short film Push, Push highlights how the messaging platform supported Lewis Hamilton’s journey to becoming a seven-time Formula 1 champion. The film shows how WhatsApp’s role goes beyond just a communication tool—it’s integral to Hamilton’s perseverance, offering an inspiring look at how brands can genuinely enhance stories. WhatsApp's seamless integration with F1 exemplifies how authentic partnerships can amplify a narrative without feeling like forced advertising.
Gone are the days of awkward, forced product placements—no more clunky coffee cups or cars that feel like they’ve been inserted just to make sure the brand gets a mention. Today, it's about amplifying stories, not advertising them. The real power of brand partnerships lies in their ability to foster fandoms, spark conversations, and create cultural moments that resonate deeply with audiences.
The Era of Purpose-Driven Brands
2025 is the year where brands with purpose take the lead. We’re entering a new era of collaboration—one where branded content is no longer about compromise, but about actual collaborations that connect with audiences and ignite conversation. We’re talking about stories that champion inclusion, creativity, and fresh perspectives. These are the stories people want to engage with—not the cookie-cutter, mass-market content we’ve all seen a thousand times.
This change opens up a wealth of opportunity for creators who’ve often been overlooked by traditional production models. Diverse and emerging talent, in particular, can thrive in this new landscape. In fact, it’s precisely these bold, fresh voices that are most in tune with the audiences brands are eager to reach.
The Future is Collaborative Storytelling
“Brand-funded content” doesn’t have to be a dirty phrase anymore. If done right, it’s not about selling out. It’s about crafting stories with care and purpose that engage audiences, drive conversation, and add value for both brands and creators. In this new world, the power dynamic shifts. Creators no longer have to choose between their artistic integrity and brand support. Instead, they can build partnerships that allow them to preserve their creative vision while gaining the resources and reach they need to bring those visions to life.
At Greenlit Originals, we’re embracing this new wave of collaboration, where brands are partners in the creative process, not just funders of it. Together, we’re stepping into an era where storytelling is king—and collaboration is the future of entertainment.
