We still make "hero videos". Launch films. Flagship stories. But on their own, they no longer carry the weight brands expect.
Influencers turn launches into multi-week content events. Brands need to operate the same way.
Moncler "Warmer Together" — De Niro and Pacino
The recent Moncler campaign makes this clear.
They had De Niro and Pacino get together for a round table discussion in stunning cinematic black and white.
In 2019, this would've been one four-minute film and a few cutdowns.
It's 2025, and the playbook has changed: half a dozen short cuts lived on their social platforms as a series, each of them with as much chance as the next to grab the audience's attention. The social cuts pulled 218k views. The full version—now labeled 'the director's cut'—got 13k.
Brands posting weekly video see 23% higher engagement. A great video, posted once, is easy to miss. A campaign gives the work a chance to compound.