2025 is an important year for producers’ brainfests and ADFEST is hosting two. The World Producers Summit returns to ADFEST, 13.00-15.30 today, and this year it is accompanied by an inaugural Asian producers’ summit, Connecting Producers in Asia: Unlocking Production Collaboration Opportunities, 15.40-16.40.

Obviously, AI has dominated the evolution of production in the last twelve months. No longer new, nor really fearful, it has found valuable as well as experimental niches to colonise in production and post and created capabilities that were once thought impossible. Other changes, both stresses and facilitators, have had a longer gestation.

For Kim Wildenburg, founder and executive producer of Sedona Productions in Sydney, notes, “The landscape has dramatically shifted with tighter budgets and increasing expectations. Twenty years ago, when I was producing in the US, budgets were extremely healthy both in terms of financial resources and timelines. Today we have to be more resourceful than ever, finding solutions that are not only efficient but also fast. Agencies are increasingly bringing production resources in-house, which is reducing the amount of work available for production and post-production companies and impacts opportunities for emerging directors. We are also seeing a rise in boutique agencies, adopting an owner-led, agile approach, without the overheads of larger companies.”

Michael Ahmadzadeh, Co-Founder electriclime Dubai & Singapore, adds, “Building a production company is an ongoing challenge—navigating shifting budgets, industry trends, and the constant demand for innovation. The biggest test has always been balancing creative ambition with commercial realities.”

There are also a number of not-to-be-missed speaker sessions with a focus on production. Check the timetable on the ADFEST app or website so you get to be there. Here are just three: 

Cross-country collaboration has come to the fore in recent years. On Saturday, Mike Sunda, Managing Director, Strategy Director & Co-Founder of Push Tokyo will take an ADFEST audience into an exploration of the cultural renaissance of Japan-themed global content. When Cultures Collide: Reinventing “Cool Japan” Through Diverse Perspectives (10.05-10.40) will reveal the elements behind the successes of work that pushed boundaries, such as MTV VMA-award winning music video for Megan Thee Stallion’s, Mamushi, unique Tokyo content featuring other global stars such as Billie Eilish and Rosalia, as well as viral brand campaigns such as this year’s Air Max Day campaign featuring K-Pop band, XG.

On Thursday, Alexei Golob, Creative Leader & Paul Copeland, Creative Director, The Mill, will challenge their audience to rethink their roles in shaping the future of creativity and production. Drowning in Content: Embracing the Era of Abundance (14.30-15.05) will unravel the question of how to adapt to a world where meaning is being drowned out by noise and ask attendees to rethink their roles in shaping the future of creativity and production.

On Friday, this year’s Fabulous Five will present the short films that marked them as the directing stars of the future. Short Films for ADFEST 2025 by the Fabulous Five (11.50-13.00), moderated by directing maestro, Wuthisak Anarnkaporn is a glimpse into the ideas shaping filmmaking tomorrow.

And don’t forget to visit Production Hut, one of the most popular showcases at ADFEST, to discover what’s new, now and ahead of its time from the region’s top production and production-related companies.

Credits:

AI by Steve Johnson on Unsplash

Directors by Natalie Parham on Unsplash