NEW YORK – We’re living through a renaissance in brand storytelling, one that demands both emotional intelligence and platform precision, said Atit Shah, Chief Creative Officer of Digitas North America.
In an interview reflecting on the evolution of the Digitas NewFronts over the past 18 years, Shah described a creative world that has moved from experimental silos into fully integrated storytelling partnerships with studios, creators, and streaming platforms.
“Back then, brands were dabbling: test kitchens on one side, traditional filmmaking on the other,” Shah said in this discussion with Lisa Granatstein, Beet.TV’s Editorial Director. “But those walls have exploded.”
Premiering Digitas Pictures
Now, through the launch of Digitas Pictures, the agency is forging a path where branded content is not only authentic but worthy of being streamed, binged and remembered.
Among the flagship efforts is “Faces of Music,” a partnership with Sephora and Imagine Entertainment that explores how beauty rituals intersect with personal and artistic identity. Featuring artists like Chappell Roan, Victoria Monét and Becky G, the series blends raw self-reflection with the electric energy of music culture.
Another standout is “Sensory Overload,” created with toothpaste brand Sensodyne and streaming on Hulu. The film dives into the world of “kind dentistry” and expands into powerful narratives around neurodiversity — featuring intimate stories from families and public figures like Spike Lee, creating a resonant, unexpected message from the dental-health brand.
Meet consumers wherever they are
Shah emphasizes this work isn’t just about aesthetics or clever concepts.
“It’s not enough to sit in a creative cave and hope it sticks,” he said.
The work must meet audiences where they are — on their Xbox, in-flight entertainment or streaming platforms.
“We have to earn our way into people’s networks,” he added, pointing to Digitas’ “networked experiences” approach that centers empathy, platform strategy and collaborative generosity.
Artificial intelligence is a co-pilot
As AI begins to enter the storytelling space, Shah sees its role as a co-pilot — not a replacement.
“AI can help surface new story ideas or distribution paths,” he said, “but the soul of storytelling — the gap in the teeth, the humanity — still has to come from us.”
From Sephora to Sensodyne, Shah sees brand storytelling evolving into something deeper, more human and ultimately more meaningful: “It takes creativity, generosity and love. But the bar has never been higher, and we’re just getting started.”
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.
