NewFront Founder Digitas Unveils Branded Content Arm at Exclusive Event

 

NewFront Founder Digitas Unveils Branded Content Arm at Exclusive Event 

 

Digitas Pictures pioneers non-traditional approach to brand-led content, seamlessly merging entertainment, media and strategic storytelling. 

 

 

NEW YORK, NY - [May 8, 2025] - Digitas, the Networked Experience Agency and a founder of the NewFronts, today unveiled its branded content studio Digitas Pictures at their 18th annual NewFront event. With a mission to redefine brand entertainment, Digitas Pictures partners with iconic brands including Sephora, Ragu, Flonase and Sensodyne, and world-class talent to craft compelling stories that captivate and inspire audiences.

 

Digitas Pictures pioneers a non-traditional approach to brand-led content, seamlessly integrating entertainment, media and strategic storytelling. This innovative model not only delivers powerful, eye-opening narratives, but also forges deeper consumer connections, turning audiences into lifelong brand advocates. The studio's unique approach combines data-driven insights with creative excellence to produce content that resonates across all platforms and channels.

 

“Since founding the NewFronts, Digitas has been at the forefront of brand storytelling. They have long crafted new frontiers for brands to operate as networked content distribution ecosystems,” said Amy Lanzi, Digitas CEO. “With Digitas Pictures, we’re elevating brand entertainment to new heights, creating culturally relevant, premium content that pushes creative storytelling boundaries and delivers tangible business impact. This is where creativity meets purpose, and where brands connect with audiences in authentic, powerful ways.”

 

Digitas Pictures has already made waves with acclaimed projects, including Sephora’s Faces of Music (Hulu), The Foundation of Belleza (Peacock), The Beauty of Blackness (Max), and high-impact brand collaborations such as Flonase x Bridgerton, Ragu x Hot Ones, and Kitchenaid’s A Woman’s Place. Working in partnership with notable industry leaders like Vox Media, Imagine Studios, CAA's Media and Entertainment Partnerships team, and Shondaland, Digitas Pictures is redefining how brands are forging consumer connections with authentic experiences.

 

“There’s a clear opportunity in the marketplace for a content offering that combines cultural relevance with strategic precision, and that’s exactly what sparked the creation of Digitas Pictures,” said Mark Book, Executive Vice President and Head of Content at Digitas. “We’ve been building toward this moment for years, developing the work, the reputation, and the portfolio to compete not only against other brand content but entertainment and attention as a whole. Backed by the power of the Digitas Networked Experience, Digitas Pictures is uniquely designed to help brands thrive in today’s competitive landscape by creating content that truly resonates.”

 

From producing films, television and audio content to co-marketing initiatives and original IP creation, Digitas Pictures delivers dynamic, high-quality content with Publicis Groupe's global network of clients. To learn more about Digitas Pictures, please contact communications@digitas.com.

 

About Digitas
Digitas is the Networked Experience Agency, built on the vision that we create magnetic experiences that earn the right for brands to exist in human networks. Today, and tomorrow. We deliver Networked Experiences by leveraging comprehensive data, technology, creative, media and strategy capabilities. Digitas delivers ambitious outcomes via unique solutions that include Creative Experiences, Integrated Media, Addressable Relationships, Social Marketing and Total Commerce. Celebrated by Ad Age as Data and Insights Agency of the Year, U.S Campaign’s Brand Experience Agency of the Year, Media Network of the Year and celebrated by Forrester and Gartner, Digitas serves the world’s leading brands through a global network comprised of more than 5,500 employees across over 65 offices in 43 countries.