Jon Bon Jovi and his son Jesse Bongiovi wrapped up this year’s Tribeca X program by sharing insights into their father-son business, Hampton Water, and the brand’s commitment to charitable causes.Photo: Courtesy of Tribeca
In addition to the conversations, workshops, screenings, and networking opportunities, the fest also includes Tribeca X, which celebrates the intersection of advertising, storytelling, and innovation. This year, the event expanded from one to two days and was held June 10-11 at Convene at One Liberty Plaza.
“It is no secret that we’re seeing more and more cross-pollination between Hollywood and brands in creative, innovative, and artistic ways—just look at the success of Barbie,” said Chris Brady, chief revenue officer of Tribeca Enterprises, about the decision to expand.
“We launched Tribeca X in 2016, and since then it has become a key fixture within the larger festival and a leading destination for executives across brands, marketing, media, and entertainment. Expanding the event from one to two days is just our first step. We plan to offer more opportunities on a year-round basis to connect, converse, and champion the world’s best brand storytelling and branded entertainment,” he said.
More than 500 people from the advertising, marketing, media, entertainment, and tech industries attended this year’s event. Tribeca X day passes were available for purchase, separate from the rest of the festival.
The 2024 event featured conversations and panels with leading figures in film, entertainment, branding, marketing, art, technology, and media, including Jane Fonda, Brooke Shields, Christy Turlington Burns, Jenna Lyons, Katie Couric, and Jon Bon Jovi. Discussions explored brand-funded content, the future of AI, tech innovations, the creator economy, diversity and representation in advertising, and social and environmental impact.
Fonda and actor Aja Naomi King joined the L'Oréal Paris panel to discuss one of the most iconic lines in advertising—“Because you’re worth it”—while Shields discussed authentic storytelling around diabetes awareness, and Terry Crews was joined by his Super Serious agency co-founders to chat about their philosophy: “Everything is entertainment.”
The two-day event also included the Tribeca X Awards, which recognize the achievements of companies and creators who aim to connect with consumers through storytelling across seven categories. This year, four new categories were added: Creator/Influencer Collaboration, 30-Second Commercial Spot, 60-Second Commercial Spot, and Video Game, as well as two special juried awards: the Tribeca X Social Impact Award and the Tribeca X Environmental Impact Award.
Brands such as Adidas, Apple, Arc'teryx, CeraVe, Coca-Cola, Delta, e.l.f. Beauty, Google, Meta, HBO, and Procter & Gamble were among the nominees.
While the overall festival boasted partners like OKX, Chanel, Adidas, and Diageo, brands such as Canva, ReelShort, Bloomberg, and DirectTV chose to activate at the Tribeca X event “because they are specifically interested in connecting with this curated audience of brands, marketing, media, and entertainment thought leaders,” Brady said.
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