ZANE Productions, an award-winning, director-led video production company, has expanded and formalized its Brand-Powered Entertainment services, helping brands not only sponsor and place advertisements around entertainment, but also develop and power the entertainment itself.

The offering comes as brands compete for attention across an increasingly fragmented mix of social platforms, streaming services, television, YouTube and creator-driven media.

“Through Sep 2026, 31% of ZANE Productions’ projects have included deliverables extending beyond a traditional hero commercial, compared with 16% in 2025. Brands no longer compete only with other brands for attention,” said Director Zane, founder of ZANE Productions. “They compete with creators, shows, sports, music, games and everything else people can choose to watch. If brands want a share of that attention, the content has to earn it.”

The Brand-Powered Entertainment model is reflected across ZANE Productions’ work, from a Bounty campaign starring Regina Hall that generated more than 4 million views in less than a week to a Fortnite social campaign starring Alysa Liu and Fernando Mendoza that generated more than 10 million views in under 48 hours. Additional projects include Amazon Live productions for Clorox featuring Ciara Miller as well as Tillys’ six-storyline campaign series, which generated more than 15 million views and 50 deliverables from a two-day shoot. Most recently, ZANE Productions led physical production on “Best in Class,” Xfinity’s seven-episode social-first vertical competition series created by Rock Studios at NBCUniversal in partnership with Xfinity Creative Production, based on a concept by Carmichael Lynch, and directed by Director Zane.

Deloitte’s 2026 Digital Media Trends research also points to the broader shift in audience behavior: Americans average roughly six hours of media and entertainment consumption each day, while 33% of consumers report feeling a stronger personal connection to social media creators than to television personalities or actors.

ZANE Productions views Brand-Powered Entertainment and traditional commercials as complementary, with one production capable of generating original entertainment, commercial spots, paid social, creator edits, trailers, teasers and other campaign assets.

“This doesn’t mean every brand needs to make a show,” said Director Zane. “It means brands should start thinking about entertainment earlier in the creative process. Sometimes the answer is a series, sometimes it’s a creator-led format, sometimes it’s vertical storytelling, and sometimes it’s still a 30-second commercial. The format should follow what the audience will actually want to watch.”

With teams in Los Angeles and New York City and production capabilities nationwide, ZANE Productions works with brands and agencies at both the creative development and execution stages. The expanded offering spans original branded series, creator- and celebrity-led programming, competition and unscripted formats, narrative content, vertical microdramas and social-first programming.

To learn more, please visit www.zane-productions.com/branded-content-production. For more information about ZANE Productions, please contact Madison Baptiste, Publicist at Otter PR, at madison.baptiste@otterpr.com.

About ZANE Productions

Founded by Director Zane in 2015, ZANE Productions is an award-winning, director-led video production company and strategic creative partner with teams in Los Angeles and New York City, producing projects nationwide. The company develops and produces commercials, branded entertainment, vertical content, livestreams, original programming and other video campaigns for brands, agencies, media groups, businesses and individuals.

ZANE Productions has delivered more than 500 videos for 250+ clients, generating more than 1 billion cumulative views across web and social platforms. Select clients include Amazon, NBCUniversal, Adidas, Warner Bros., Fortnite, Procter & Gamble, Kraft Heinz, Hyundai, and Paramount+.

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