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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Why Tribeca Fest Organizers Expanded One of Its Signature Events

Find out why brand storytelling got a bigger stage at this year's event. Plus, see other events and activations from the annual festival.

Michele Laufik
June 17, 2024

Tribeca XJon Bon Jovi and his son Jesse Bongiovi wrapped up this year’s Tribeca X program by sharing insights into their father-son business, Hampton Water, and the brand’s commitment to charitable causes.Photo: Courtesy of TribecaNEW YORK—Tribeca Festival, the 12-day experience with over 600 events that showcases a selection of film, music, games, art, and immersive programming, wrapped up on Sunday.

In addition to the conversations, workshops, screenings, and networking opportunities, the fest also includes Tribeca X, which celebrates the intersection of advertising, storytelling, and innovation. This year, the event expanded from one to two days and was held June 10-11 at Convene at One Liberty Plaza.

“It is no secret that we’re seeing more and more cross-pollination between Hollywood and brands in creative, innovative, and artistic ways—just look at the success of Barbie,” said Chris Brady, chief revenue officer of Tribeca Enterprises, about the decision to expand.

“We launched Tribeca X in 2016, and since then it has become a key fixture within the larger festival and a leading destination for executives across brands, marketing, media, and entertainment. Expanding the event from one to two days is just our first step. We plan to offer more opportunities on a year-round basis to connect, converse, and champion the world’s best brand storytelling and branded entertainment,” he said.

More than 500 people from the advertising, marketing, media, entertainment, and tech industries attended this year’s event. Tribeca X day passes were available for purchase, separate from the rest of the festival.

The 2024 event featured conversations and panels with leading figures in film, entertainment, branding, marketing, art, technology, and media, including Jane Fonda, Brooke Shields, Christy Turlington Burns, Jenna Lyons, Katie Couric, and Jon Bon Jovi. Discussions explored brand-funded content, the future of AI, tech innovations, the creator economy, diversity and representation in advertising, and social and environmental impact. 

Fonda and actor Aja Naomi King joined the L'Oréal Paris panel to discuss one of the most iconic lines in advertising—“Because you’re worth it”—while Shields discussed authentic storytelling around diabetes awareness, and Terry Crews was joined by his Super Serious agency co-founders to chat about their philosophy: “Everything is entertainment.”

The two-day event also included the Tribeca X Awards, which recognize the achievements of companies and creators who aim to connect with consumers through storytelling across seven categories. This year, four new categories were added: Creator/Influencer Collaboration, 30-Second Commercial Spot, 60-Second Commercial Spot, and Video Game, as well as two special juried awards: the Tribeca X Social Impact Award and the Tribeca X Environmental Impact Award.

Brands such as Adidas, Apple, Arc'teryx, CeraVe, Coca-Cola, Delta, e.l.f. Beauty, Google, Meta, HBO, and Procter & Gamble were among the nominees.

While the overall festival boasted partners like OKX, Chanel, Adidas, and Diageo, brands such as Canva, ReelShort, Bloomberg, and DirectTV chose to activate at the Tribeca X event “because they are specifically interested in connecting with this curated audience of brands, marketing, media, and entertainment thought leaders,” Brady said.

Keep scrolling to see more from the Tribeca Festival...

Tribeca X
Tribeca X
Jon Bon Jovi and his son Jesse Bongiovi wrapped up this year’s Tribeca X program by sharing insights into their father-son business, Hampton Water, and the brand’s commitment to charitable causes.
Photo: Courtesy of Tribeca
Terry Crews was joined by his Super Serious co-founders to chat about their philosophy: “Everything is entertainment.”
Terry Crews was joined by his Super Serious co-founders to chat about their philosophy: “Everything is entertainment.”
Photo: Courtesy of Tribeca
'BRATS' Premiere Party
'BRATS' Premiere Party
To celebrate the world premiere of BRATS, which dives into the films of the 1980s and the lives of the actors who starred in them, ABC News Studios and Hulu threw an ‘80s-inspired bash at Spring Place. The space featured a sunken living room with animal-print pillows, neon lights, and movie posters as well as a large projection screen that played favorite scenes throughout the night.
Photo: Courtesy of Mirrored Media
The event, produced by Mirrored Media, featured colorful, nostalgic interior design, including plush seating, retro art prints, LED accents, floral extravaganzas, and shaggy rugs. Every guest had the opportunity to convert their outfits into on-theme looks with stick-on patches.
The event, produced by Mirrored Media, featured colorful, nostalgic interior design, including plush seating, retro art prints, LED accents, floral extravaganzas, and shaggy rugs. Every guest had the opportunity to convert their outfits into on-theme looks with stick-on patches.
Photo: Courtesy of Mirrored Media
Each element of the space was inspired by a classic Brat Pack movie. The main bar was transformed with the classic St. Elmo’s marquee lettering, neon lights, St. Elmo’s coasters, and branded drinks.
Each element of the space was inspired by a classic Brat Pack movie. The main bar was transformed with the classic St. Elmo’s marquee lettering, neon lights, St. Elmo’s coasters, and branded drinks.
Photo: Courtesy of Mirrored Media
One room featured scenes from The Breakfast Club, including the graffitied red lockers and the Shermer High detention hall with desks carved with each character’s name, themed props, and letterman jackets.
One room featured scenes from The Breakfast Club, including the graffitied red lockers and the Shermer High detention hall with desks carved with each character’s name, themed props, and letterman jackets.
Photo: Courtesy of Mirrored Media
A candy bar featured a selection of sweets in a listening room with vintage record players, records, and headphones for guests to enjoy, along with custom art inspired by the documentary.
A candy bar featured a selection of sweets in a listening room with vintage record players, records, and headphones for guests to enjoy, along with custom art inspired by the documentary.
Photo: Courtesy of Mirrored Media
Audible’s ‘Backfired: The Vaping Wars’ Premiere
Audible’s ‘Backfired: The Vaping Wars’ Premiere
The festival’s audio entertainment sponsor Audible hosted the world premiere of Audible Original Backfired: The Vaping Wars at the Minetta Lane Theatre. The premiere featured a conversation with Leon Neyfakh (co-host and co-creator of Backfired), Jake Williams (creator of Bright Sun Films), and Kate Navin (Audible’s head of creative development for North America); it was moderated by Avery Trufelman (creator of the Articles of Interest podcast). The nine-episode investigative series delves into the story of Juul, the emergence of a massive illegal market for flavored nicotine vapes, and the ongoing debate over the public health impact of vaping.
Photo: Slaven Vlasic/Getty for Audible
AT&T Presents: Untold Stories
AT&T Presents: Untold Stories
This multiyear alliance with AT&T awards $1 million, mentorship, and support to underrepresented filmmakers. Color Book writer and director David Fortune (pictured on the right with the cast) won the pitch competition at last year’s festival.
Photo: Slaven Vlasic/Getty for AT&T
The AT&T Untold Stories Lounge offered attendees the opportunity to record a professional 'pitch' video with the guidance of an expert. New for this year, participants were also able to visit the AT&T Portrait Studio to have a professional headshot taken.
The AT&T Untold Stories Lounge offered attendees the opportunity to record a professional "pitch" video with the guidance of an expert. New for this year, participants were also able to visit the AT&T Portrait Studio to have a professional headshot taken.
Photo: Slaven Vlasic/Getty for AT&T
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