NEW YORK – In today’s content-saturated marketplace, standing out requires more than just an ad budget — it demands cultural relevance and cinematic ambition. That’s the message from Mark Book, head of content at Digitas North America, who is spearheading a bold push into brand-funded entertainment with the launch of Digitas Pictures.
Speaking in a recent interview with Lisa Granatstein, editorial director of Beet.TV, Book said brand storytelling needs to break free from traditional, ad-first thinking.
“This is not necessarily a pay-to-play marketplace anymore,” he said. “We’re not just competing with other branded content. We’re competing with entertainment at large — from HBO to Netflix to Hulu.”
The newly formed Digitas Pictures serves as the agency’s in-house studio for what Book describes as “culture-breaking entertainment.” The team has assembled a network of production partners and high-profile talent to produce long-form and short-form content that resonates with audiences far beyond typical ad demographics.
“Our content must serve the broader public — not just brand loyalists,” Book said. “That’s how you earn editorial credibility and cultural traction.”
Tribeca Film Festival nominations
And traction they are getting. Digitas Pictures has landed three nominations for the prestigious Tribeca X Awards at this year’s Tribeca Film Festival, a strong signal that its entertainment-first approach is resonating. Highlights include:
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Flonase x Bridgerton: A bespoke content collaboration that weaves allergy relief into the opulent world of the Regency-era drama.
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Sensodyne’s “Sensory Overload”: A documentary on sensory experience, produced in partnership with Spike Lee and Vox Media, exploring how sensitivity impacts our perception of the world.
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Faces of Music: A music-focused docu-series for Sephora, starring Chappell Roan, Victoria Monét and Becky G, produced with Ron Howard and Brian Grazer’s Imagine Entertainment.
These are not one-off campaigns but an intentional strategy to reshape how audiences perceive brand content.
“We’re not just inserting brands into pop culture,” Book said. “We’re helping them create it.”
Digitas’ approach is also proudly platform-agnostic, developing content for streaming giants like Amazon Prime, Peacock, Disney+, and beyond, while also leveraging social media to expand reach and impact.
With entertainment pedigree, A-list talent, and a festival footprint, Book and his team are pushing the envelope — and challenging other marketers to raise the bar.
“When brands stop treating content as ‘added value’ and start treating it as entertainment in its own right, that’s when we all win,” he said.
As the lines between advertising and entertainment continue to blur, Digitas Pictures is staking a claim on the cultural map — one prestige project at a time.
You’re watching “Question Everything, a Beet.TV Leadership Series at NewFronts 2025, presented by Digitas.” For more videos from this series, please visit this page.
