FICTION VS ADVERTISING : THE ULTIMATE ATTENTION HACK Big-name directors cut their teeth in ads. Meanwhile, brands are making commercials that feel like blockbuster trailers. Why? Because advertising has mastered the art of grabbing you instantly. Is advertising turning into entertainment? Where does storytelling end and selling begin? Director Maxime Pasque leads the discussion on this evolving crossover, exploring what fiction can learn from advertising—and vice versa. Speaker : Maxime Pasque (Screenwriter, Director)