Commercial director Jordan Brady reveals why brands are bypassing agencies and working directly with directors who can package entire productions. After 27 years directing for everyone from Toyota to KFC, Jordan shares how trust-based relationships, bulk production deals, and the "AI sandwich" technique are revolutionizing commercial production, while cutting timelines and costs dramatically.
In this episode, you'll discover why the triple-bidding process is dying, how to create authentic founder documentaries that drive real subscriptions, and why Jordan believes practical puppets beat expensive CG every time. Whether you're a CMO building an in-house creative team or a founder wondering if you need an agency at all, Jordan's insights on packaging, efficiency, and authentic storytelling will change how you think about branded content.
Timestamps:
00:00 Introduction and Guest Welcome
00:45 Jordan Brady's Journey to Directing
02:29 Founding True Gent
04:18 Evolving Creative Landscape
15:15 Crafting Content with Soul
17:01 The Power of Authentic Storytelling
24:14 AI in Filmmaking
30:04 The Charm of Practical Effects
31:11 The AI Sandwich Technique
33:35 Hyper-Personalized CEO Content
38:46 The Future of Filmmaking and Brand Collaboration
43:42 Packaging Production for Efficiency
49:28 Trust and Confidence in Creative Partnerships
53:43 Lightning Round and Final Thoughts
Follow Jim and Jordan:
Connect with Jim:
LinkedIn: https://www.linkedin.com/in/jimdipiazza/
Website: https://www.jimdipiazza.com/
Connect with Jordan:
LinkedIn: https://www.linkedin.com/in/thatjordanbrady/
Website: truegent.tv/
Before most brands understood the loneliness epidemic, robot romance, or AI disruption, futurist Kimberly Bates was already mapping their trajectory, often a decade ahead. In this episode of What's The Big Idea, Kim shares how she predicted bottled water's rise at Coca-Cola, pioneered the "Alone Together" insight for Hyundai, and coined the B2R2C (Business to Robot to Consumer) framework that's now reshaping customer journeys. She breaks down the difference between trends and foresights, explains why "facts get you indexed but emotions get you chosen," and reveals the three-part optimization strategy brands need now: SEO, AIO, and EEO (Emotional Engine Optimization). Whether you're a scrappy startup or a billion-dollar brand, Kim's insights on future-proofing through human connection, audio psychology, and mood care will fundamentally shift how you think about marketing's next evolution.
Timestamps:
00:30 Meet Kim Bates: The Futurist and Marketing Strategist
01:28 Kim's Early Career and Insights
03:32 The Bottled Water Prediction
04:55 Telecom Industry and Teen Insights
09:38 Defining Futurism vs. Brand Strategy
11:23 The Power of Insights and Trends
18:42 Futurism in Practice
25:37 The Loneliness Epidemic and Robot Romance
34:30 Interactive AI Experience
35:12 The Future of Audio UX
37:30 Mood Hacking and Self-Care
40:44 AI and Emotional Optimization
44:28 Building Trust with AI
52:21 B2R2C: Business to Robot to Consumer
58:42 Future-Proofing Your Brand
01:01:25 Rapid-Fire Questions and Insights
Follow Jim and Kim:
Connect with Jim:
LinkedIn: https://www.linkedin.com/in/jimdipiazza/
Website: https://www.jimdipiazza.com/
Connect with Kim:
LinkedIn: https://www.linkedin.com/in/kimberlybates1/
Website: https://www.futurecaster.co/
What does it take to turn a flailing event into a cultural cornerstone? Or build a brand that stands for something in a crowded market? In this episode, Jim DiPiazza sits down with Peter Abraham, founder of Abraham Content Studio, to unpack his mission-led framework for brand turnarounds and creative growth. They explore how Peter helped reinvent the LA Marathon, what Lululemon taught him about community, and how even a “me-too” product can stand out with the right message. From actionable strategy to hard-won insights, this is a masterclass in brand building for marketers at any stage.
00:00 Introduction
00:32 Welcome to What's the Big Idea?
00:40 Meet Peter Abraham: Brand Strategist
01:40 Peter's Journey: From TV Commercials to Sports Marketing
02:38 Reinventing the LA Marathon
05:32 Current Focus: Abraham Studio
10:23 The Four-Part Framework for Brand Success
19:58 The Importance of Customer Research
26:25 Mastering the Art of Selling Ideas
28:03 The LA Marathon Transformation
30:38 Revitalizing the Marathon's Mission
31:59 Engaging the Community
33:46 The Ultimate Outcome of the LA Marathon
35:18 Exploring Other Brand Successes
35:58 The Bike Industry and Supply Chain Challenges
39:48 Building Relationships and Brand Loyalty
41:12 The Importance of Standing for Something
44:55 Patagonia's Bold Stand
47:34 Final Thoughts and Recommendations
Follow Jim and Peter:
Connect with Jim:
LinkedIn: https://www.linkedin.com/in/jimdipiazza/
Website: https://www.jimdipiazza.com/
Connect with Peter:
LinkedIn: https://www.linkedin.com/in/peterabraham2/
Website: https://abrhm.com/
Hosted by Jim DiPiazza, a veteran creative marketing executive and founder of Area of Expertise, What’s the Big Idea? unpacks the bold decisions, brand pivots, and creative plays that fuel real business growth. Jim speaks with founders, CMOs, and brand leaders from companies in transition—those scaling fast, repositioning, or seeking breakout visibility—about the marketing moments that made a difference. If you’re a growth-stage brand tired of funnel jargon and ready for strategic clarity, this is your new go-to listen.
