{"id":8738,"date":"2025-06-19T01:09:21","date_gmt":"2025-06-19T05:09:21","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/06\/19\/shifting-value-perceptions-in-tech-driven-storytelling\/"},"modified":"2025-06-19T07:51:20","modified_gmt":"2025-06-19T11:51:20","slug":"shifting-value-perceptions-in-tech-driven-storytelling","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/shifting-value-perceptions-in-tech-driven-storytelling\/8738\/","title":{"rendered":"Shifting Value Perceptions in Tech-Driven Storytelling"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Craig Miles, Creative Director at SuperHeroes<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In a world where attention is currency, brand storytelling is evolving fast. No longer confined to polished scripts, the stories that resonate today are raw, real and rooted in culture. And for Gen Z, raised on TikTok, gaming and short-form content, they want stories that reflect their values: authenticity, relatability and cultural awareness.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In this piece, I\u2019ll break down how emerging technologies like AI, mixed reality, CGI and digital art are fuelling this shift, and giving brands the power to create narratives that are not only visually captivating, but emotionally and culturally in sync.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>From message to meaning: a cultural shift<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Traditional brand storytelling relied more on clear messaging, polished production and linear delivery. But for Gen Z, who has been raised on TikTok scrolling, immersive game worlds and short-form videos, these stories can feel disconnected. This audience craves narratives that align with their values and that are built on authenticity, relatability and cultural relevance.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">New technologies are enhancing this expectation and adding more depth and resonance to brand storytelling. AI-generated characters, compelling digital worlds and interactive elements are giving stories new layers of significance, allowing for brand experiences that feel more personable and<em> real<\/em> than traditional media. In turn, these tools are transforming storytelling from passive consumption to participatory culture.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How technology is supercharging storytelling value<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Tools like AI, CGI and mixed reality are reshaping how stories are created \u2013 and more importantly, how they\u2019re <em>valued<\/em>. For brands, these tools offer more than efficiency \u2013 they unlock expressive power.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take mixed reality, for example. By combining digital elements with the physical world, it turns storytelling into a multisensory experience. More than ads, it can help brands build campaigns that audiences can touch, walk through, share and remember. Experiences that respond to their audiences feel more alive \u2013 and therefore, more meaningful.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">AI influencers like Lil Miquela or CodeMiko are also crafting virtual identities that feel relatable and can be adapted to trends in real-time. Brand ambassadors can now be limitlessly customised, scaled and tailored for global relevance, all without losing authenticity.<strong>\u00a0<\/strong><\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Tech-driven campaigns that redefine worth<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Through our digital art studio That Jimmy, our team at SuperHeroes has launched campaigns that demonstrate how technology can transform not just storytelling, but also how audiences <em>value<\/em> it:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Netflix: Avatar \u2013 The Last Airbender<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Using digital art, we brought fan-favourite flying bison, Appa, to life. This campaign earned 81 million organic views and $3.5m in media value \u2013 not just because it was visually compelling, but because it struck an emotional chord in viewers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Netflix: Parasyte \u2013 The Grey<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This chilling street art campaign brought the show\u2019s eerie body-horror themes into the real world \u2013 racking up 20 million views in just three days and sparking a wave of online conversation.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fenty x Puma<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We promoted a new sneaker by placing giant footballs across global cities, driving 10 million views and a full product sell out within 24 hours. This showed how bold visuals, tied to cultural relevance, can have a real-world economic impact.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>NBA: In-Season tournament<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We turned Las Vegas into a surreal basketball playground using mixed reality, earning 35 million views. This campaign didn\u2019t just entertain \u2013 it created collective memory (and even a shout-out from Shaq himself)!<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Each of these campaigns were successful not just because of what they showcased, but because of <em>how<\/em> they showed it \u2013 merging technology, art and culture to create something that audiences <em>felt <\/em>was worth their time and attention.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Rethinking story value: three shifts to watch<\/strong><\/h2>\n<p class=\"wp-block-paragraph\"><strong>1. From static to living stories<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Stories are no longer fixed \u2013 they now evolve in real time and are shaped by trends, AI and audience input. \u2013 reflecting Gen Z\u2019s fluid sense of identity and community.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. From messages to moments<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brands are moving from stating values to creating immersive, tech-driven experiences that audiences can both feel and share.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3. From celebrities to creators<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Today\u2019s audiences \u2013 particularly Gen Z \u2013 value cultural authenticity. Brands that experiment and innovate with digital tools become co-creators of culture, rather than just marketers.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The new value equation for brands<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">This shift signals a change in how we assign value to stories. For digitally-native audiences, worth isn\u2019t measured by polish or production budgets \u2013 but by emotional depth, cultural fluency and technological inventiveness.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Today, brands must focus not just on the stories they tell, but on how they make people feel \u2013 and why they matter. For Gen Z, this means stories that are visually bold, co-created, culturally tuned and tech-enhanced \u2013 with substance at their core.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today, brands must focus not just on the stories they tell, but on how they make people feel \u2013 and why they matter. For Gen Z, this means stories that are visually bold, co-created, culturally tuned and tech-enhanced \u2013 with substance at their core.<\/p>\n","protected":false},"author":7,"featured_media":8739,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6],"topics":[2],"class_list":["post-8738","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Shifting Value Perceptions in Tech-Driven Storytelling | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/shifting-value-perceptions-in-tech-driven-storytelling\/8738\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Shifting Value Perceptions in Tech-Driven Storytelling\" \/>\n<meta property=\"og:description\" content=\"Today, brands must focus not just on the stories they tell, but on how they make people feel \u2013 and why they matter. 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