Shutterstock, Acura, Adobe Get Immersive at Sundance

From mobile games to stop motion art and more

The creative community convenes at the 2025 Sundance Film Festival in Park City, Utah, this week, as filmmakers—and brand marketers—demonstrate the power of connection. 

For brands, the term “immersive” remains buzzy, weaving through various activations. 

“Much like putting immersive games in the hands of fans improves brand recognition and affinity, appropriately integrating brands at authentic events like Sundance adds value for both filmmakers and attendees,” says Aiden Darné, VP and global head of Shutterstock Studios. “Sundance attracts filmmakers, industry professionals, and champions of innovation, creating a unique ecosystem where brands can connect with their target audience in a meaningful way.” 

Successful advertising at Sundance focuses on a nuanced approach that goes beyond simple product placement, he says. “Sundance offers a platform for partnering with filmmakers and creatives to tell authentic stories and build relationships beyond traditional advertising.”

Below, we explore how three key sponsors—Shutterstock, Acura and Adobe—will leverage the festivities.

Shutterstock

Returning for a second year as the fest’s official house photographer and portrait studio partner, the stock image company ties in with Netflix’s hit show Squid Game. The activation takes the form of a mobile game, moving into “the world of engaging, innovative experience-driven entertainment,” thus deepening a connection with audiences.

Acura

The brand celebrates 15 year’s of sponsorship in 2025. At its House of Energy, Acura partners with the Ambriz Brothers (Mexican writers, directors, producers and founders of Cinema Fantasma, a stop-motion studio). They will bring the inspiration behind the 2025 ADX (an Acura SUV) to life. The Ambriz’s exclusive collaboration will be in the center of the space, “bringing together the pulse of Acura design and engineering innovation with a stunning new visual tribute to the synergy of motion and art.”

Adobe

The brand, marking 14 years of support, welcomes festival-goers to The Adobe House for a community breakfast workshop. Participants will be the first to see prototypes of what’s coming in the year ahead from the Adobe team behind Premiere Pro. Afterwards, they will gather into small groups “to brainstorm and shape the future.”