Goals and objectives
To spotlight a groundbreaking enterprise-level partnership between Fortune and Accenture centred on artificial intelligence, Fortune Brand Studio (FBS) produced a 10-minute brand film documenting the creation of a proprietary large language model (LLM) powered by Fortune data. The film featured exclusive interviews with senior leaders from both organisations, including David Droga (CEO, Accenture Song), Jill Kramer (Chief Marketing and Communications Officer, Accenture), Anastasia Nyrkovskaya (CEO, Fortune), and Alyson Shontell (Editor-in-Chief, Fortune), as well as members of the 60-person team behind the innovation. The campaign launched in tandem with the 70th anniversary of the Fortune 500 list, leveraging the moment to elevate the story of digital transformation.
FBS collaborated with Little Crush Films to execute multiple shoots in New York City and London, coordinating over 20 high-level executives. The studio team—including designers, project managers, strategists, and editors—was deeply involved in the production process, with many stepping into new roles to support the high-touch execution. The campaign culminated in a screening at the New York Stock Exchange for Fortune leadership, clients, and press, delivering a unified team effort that strengthened client relationships and exceeded performance expectations.
Surprising Insights
Engagement metrics far exceeded expectations, with an average scroll depth of 92.92%—well above Fortune’s benchmark range of 22.6% to 34%. The film continues to serve as a flagship asset for both Accenture and Fortune, benefiting from ongoing organic promotion.
In the first month post-launch, the content was viewed by individuals from 2,200 unique business domains. Notably, 20% of the audience came from companies with over 10,000 employees, and 42% held management roles, including 7% at the C-suite level. The campaign has received recognition from several prestigious industry awards, including the Global Content Awards, World Media Group Awards, Digiday Awards, W3 Awards, and Davey Awards.