Shooting for Brand Relevance

In an attempt to tap into popular culture, brands like Budweiser, Chipotle, and Apple are turning to the film directors who help define it

By Matthew Schwartz    January 31, 2020    

Looking to make a bigger-than-life impression on consumers, some brands are tapping big-name directors to produce ad spots with a cinematic flair. While the end result can be a scene stealer, it requires more than just a large budget. Marketers must be willing to cede some creative control to let the director’s vision — and the brand — shine through.