It’s no secret that there’s a long-standing creative dialogue between the advertising world and Hollywood. But are we, as an industry, drawing enough inspiration from the big screen?

From Stanley Kubrick’s admiration for commercials to Tony Scott’s leap from car ads to Top Gun, the relationship between Hollywood and advertising has always been creatively charged. But are we still doing enough with that influence?

In this thought-provoking piece, Wonderhatch’s Head of Post, Joseph Boyle, argues it’s time brands stop treating cinema as just a source of IP nostalgia—and start learning from its boldness, risk-taking, and world-building power.

“We’re seeing a resurgence of distinctive, original storytelling in film,” Joseph writes, pointing to works like The Brutalist. “Brands should encourage their creative teams to do the same—not just riff on pop culture, but create their own visual and narrative universes.”

He dives into ads by legends like David Lynch and Spike Jonze, who elevated the mundane with tone, texture, and imagination. “These weren’t straightforward product showcases,” Joe explains.

“They were cinematic experiments that made brands feel larger than life.”

The biggest lesson? Trust. It’s that trust that unlocks creative freedom—and the kind of work people remember.

“The best projects are the ones where brands trust their creative teams to push the envelope.”

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