The Tribeca X summit returned to the 2025 Tribeca Festival on June 9 and 10 with two days of culture-shifting conversations at Spring Studios, the festival’s official hub. The event brought together industry leaders and creatives for panels, keynote talks, and premieres focused on the future of storytelling at the intersection of brand, media, and entertainment.
Paris Hilton and her next-gen media company, 11:11 Media, took the Tribeca X stage to discuss her upcoming feature-length music documentary “Infinite Icon.” “I know I’m the OG…” she said, with moderator Andrew Wallerstein agreeing, “…the OG brand master.”
Actor Bryan Cranston reflected on his journey from “Breaking Bad” to co-founding Dos Hombres Mezcal, noting that authenticity remains central to building a brand. When discussing previous projects, he highlighted “Little Miss Sunshine,” saying, “I was getting all of this praise and that reinforced the idea that it is all about the written word.”
Brand Innovation and Cultural Relevance
Mastercard CMO Raja Rajamannar announced a new partnership with Lionel Messi following a successful Lady Gaga campaign. “Our whole approach is, if you’re contextually relevant with what is happening at that point in time, the effectiveness of your campaigns is so much greater,” Rajamannar says.
Kansas City Chiefs Chief Marketing Officer Lara Krug discussed launching Foolish Club Studios, the NFL’s first team-led entertainment venture. “For the past few years, we’ve had the conversations internally, which is the roles of fans, and how fans are more global than ever,” Krug explains.
Mattel CEO Ynon Kreiz shared insights on legacy brand evolution: “It is about creating lasting impact, emotional connection, emotional relevance, and when you achieve that, the result is remarkable.”
Award Recognition Across Categories
The two-day summit concluded with an award ceremony recognizing excellence across multiple categories:
- FEATURES: Abnormal Beauty Company (Brand: The Ordinary)
- SHORTS: First Speech (Brand: Reporters without Borders)
- COMMERCIALS: Century of Cravings (Brand: Uber Eats)
- CONTENT CREATOR/INFLUENCER: A Robot’s Guide to Happiness (Brand: Brilliant Labs)
Tribeca X will continue throughout the year at major events, including TIFF and Art Basel, ensuring the ongoing exploration of business, entertainment, and cultural intersections.
Creator Economy Takes Center Stage
Tribeca’s expanded creator focus includes the new “UP NEXT Creators” program launching June 12, featuring 12 digital creators who collectively reach over 4 million followers. The initiative offers social media storytellers full red-carpet treatment alongside traditional filmmakers.
“There’s an entire generation out there that only gets their storytelling from creators,” Chris Brady, President and Global Chief Commercial Officer at Tribeca, said in a statement. “We’re representing how heavily invested we are in making sure these creators are not just treated as a marketing vehicle, but as true storytellers.”
The festival dropped “film” from its name in 2020 and now encompasses audio, video games, and virtual reality formats.
The Tribeca X summit returned to the 2025 Tribeca Festival on June 9 and 10 with two days of culture-shifting conversations at Spring Studios, the festival’s official hub. The event brought together industry leaders and creatives for panels, keynote talks, and premieres focused on the future of storytelling at the intersection of brand, media, and entertainment.
Paris Hilton and her next-gen media company, 11:11 Media, took the Tribeca X stage to discuss her upcoming feature-length music documentary “Infinite Icon.” “I know I’m the OG…” she said, with moderator Andrew Wallerstein agreeing, “…the OG brand master.”
Actor Bryan Cranston reflected on his journey from “Breaking Bad” to co-founding Dos Hombres Mezcal, noting that authenticity remains central to building a brand. When discussing previous projects, he highlighted “Little Miss Sunshine,” saying, “I was getting all of this praise and that reinforced the idea that it is all about the written word.”
Brand Innovation and Cultural Relevance
Mastercard CMO Raja Rajamannar announced a new partnership with Lionel Messi following a successful Lady Gaga campaign. “Our whole approach is, if you’re contextually relevant with what is happening at that point in time, the effectiveness of your campaigns is so much greater,” Rajamannar says.
Kansas City Chiefs Chief Marketing Officer Lara Krug discussed launching Foolish Club Studios, the NFL’s first team-led entertainment venture. “For the past few years, we’ve had the conversations internally, which is the roles of fans, and how fans are more global than ever,” Krug explains.
Mattel CEO Ynon Kreiz shared insights on legacy brand evolution: “It is about creating lasting impact, emotional connection, emotional relevance, and when you achieve that, the result is remarkable.”
Award Recognition Across Categories
The two-day summit concluded with an award ceremony recognizing excellence across multiple categories:
Tribeca X will continue throughout the year at major events, including TIFF and Art Basel, ensuring the ongoing exploration of business, entertainment, and cultural intersections.
Creator Economy Takes Center Stage
Tribeca’s expanded creator focus includes the new “UP NEXT Creators” program launching June 12, featuring 12 digital creators who collectively reach over 4 million followers. The initiative offers social media storytellers full red-carpet treatment alongside traditional filmmakers.
“There’s an entire generation out there that only gets their storytelling from creators,” Chris Brady, President and Global Chief Commercial Officer at Tribeca, said in a statement. “We’re representing how heavily invested we are in making sure these creators are not just treated as a marketing vehicle, but as true storytellers.”
The festival dropped “film” from its name in 2020 and now encompasses audio, video games, and virtual reality formats.