media

As one of the leading animation studios and illustration studios in Boston, our team was invited by The Ad Club to attend Media Innovation Day 2024. This event brings digital media’s “brightest minds and industry leaders” together to “explore the latest trends, technologies, and creative strategies” that are shaping how we interact with media (The Ad Club).

Read below to learn more about Bob Ferrari (President) & Jackie Karnoff’s (Creative Manager) experience. 

The event started strong with Gogi Gupta’s presentation on company culture, which emphasized the importance of fostering a strong, values-driven environment that prioritizes innovation and agility. As the founder of Gupta Media, he shared insights into how creating a positive and collaborative culture not only strengthens internal teams but also leads to better outcomes for clients. Gupta also highlighted the significance of transparency and trust within an organization. He shared examples of how his company’s focus on communication and employee empowerment has been key to maintaining high levels of productivity and creativity—especially in an industry that is constantly evolving.

A major focus was on the growing influence of artificial intelligence (AI) in media and marketing. AI is being used to enhance personalized advertising to streamlining creative production processes. Attendees discussed how AI tools, such as large language models (LLMs) and generative AI, are transforming search functionalities, media planning, and consumer engagement, especially in platforms like Google and TikTok.

Our company uses Machine Learning (ML), a subset of AI technology, when designing Augmented Reality (AR) effects for brands on TikTok & Snapchat. With our custom AR effects, brands can personalize digital marketing experiences for their target audiences. When combined with ML & AI, our AR effects become more personal; more realistic; more interactive.

Community-driven partnerships was another key trend we learned more about from Later’s Mikayla Caprio. Collaboration with content creators and influencers has shown to be a wildly successful way to create product awareness and engagement. Overall social media is where brands should be focusing their marketing efforts and spend.

In addition, there were a few case studies of recent marketing campaigns that featured cutting-edge omnichannel strategies that utilized new spaces to advertise in like Zillow, video games, and conventions with great success.