Across social media and beyond, we’ve seen a growing appetite for “authentic” content that feels more raw and unfiltered. Major brands have increasingly adopted the voice of creators who speak to viewers like friends, and even the creators themselves have been dropping their perfectly polished Iook in favor of a more casual aesthetic. At the same time, brands are spending more than ever on premium content, and videos with high production values and cutting-edge visual effects are racking up millions of views. In this panel, we discuss how brands can navigate this evolving landscape and how both premium and authentic content have their place as complementary expressions of a brand’s persona. Please vote for "Is Authentic the New Premium?" for SXSW PanelPicker 2023!

1. Is Authentic the New Premium?
SXSW 2023 Panel Proposal

2. Is Authentic the New Premium?
Across social media and beyond, we’ve seen a growing appetite for “authentic” content that feels more raw and
unfiltered. Major brands have increasingly adopted the voice of creators who speak to viewers like friends, and even
the creators themselves have been dropping their perfectly polished Iook in favor of a more casual aesthetic. At the
same time, brands are spending more than ever on premium content, and videos with high production values and
cutting-edge visual effects are racking up millions of views. In this panel, we discuss how brands can navigate this
evolving landscape and how both premium and authentic content have their place as complementary expressions of
a brand’s persona.
Moderator: Steven Lai - SVP and Global Head of the Influencer Orchestration Network (ION)
Speakers:
● David Ma - Director / Creative Director / Creator (droga5, TBWAChiatDay, 360i)
● Vanessa Marzaroli - Director / Creative Director (Mirada, Blind)
● Julie Munoz Lowe - Director of Marketing, Xbox

3. The Panel
Steven Lai (Moderator)
SVP and Global Head of the Influencer Orchestration Network (ION)
Steven is the SVP and global head of ION, Ayzenberg's dedicated influencer marketing agency, consulting for
industry-leading global clients. Recognized by Business Insider as one of the leaders revolutionizing advertising, Steven
guides his organization and global clients through the influencer space with authenticity, empathy, and intention. Through
partnerships with leading global organizations like Microsoft, Intel, Amazon, Meta, Google, Xbox, and Pokémon, Steven
and his team have launched over thirty thousand pieces of content, driving two billion views—all with the express goal of
telling branded stories through an authentic lens.
Vanessa Marzaroli
Director / Creative Director (Mirada, Blind)
Vanessa Marzaroli is an Emmy-winning director whose aesthetic combines elegant and startling visual textures with a
warm and soulful emotional core. She has brought her style and contemporary edge to a wide variety of design-driven
projects, including commercial brand films and immersive projects for Netflix, Amazon, Audi, HP, Visa, Target, and Vicks
to name a few. She has also contributed to numerous award-winning music videos, including Katy Perry’s “Chained to
the Rhythm,” Cinematic Orchestra’s “Lilac Wine,” and Gnarls Barkley’s “Crazy.” The latter influenced her vision as the
director of Audi’s commercial “Imagination,” which earned her an AICP Design Award. A native of Thailand, Vanessa
attended the Art Center College of Design and currently lives in Los Angeles.

4. The Panel
Julie Munoz Lowe
Director of Marketing, Xbox
A storyteller, influencer, and leader, Julie has tapped into the cultural zeitgeist to create campaigns and build brands that
resonate with consumers for companies ranging from T-Mobile to Microsoft. Currently, Julie leads global integrated
marketing communications for Xbox first-party games, developing umbrella strategies and brand expressions on the way
to compelling full-funnel campaigns. She is also responsible for driving strategic alignment with all campaign form factors
including digital, social, PR, CRM, and experiential marketing as well as the production of all video assets. She has
received the Xbox Game Changer Award and the Xbox People's Choice Award for Marketing Impact, and her campaign
awards include a D&AD Graphite Pencil, AICP Shortlist, a Gold Clio, and a Gold Effie.
David Ma
Director / Creative Director / Creator (droga5, TBWAChiatDay, 360i)
David Ma is a commercial director and filmmaker known for creating branded viral content across social media and
television. He is a former advertising creative director who worked on and led award-winning campaigns at agencies like
Droga5, TBWAChiatDay, and 360i before leaving to pursue filmmaking. Over the past year he has amassed over a
million followers on TikTok, creating entertaining and educational content that takes people behind the scenes of film sets
and beyond. Most recently, David was named one of Adweek's Top 100 Creatives of 2021 and has been interviewed and
featured by Forbes, Vanity Fair, Variety, Buzzfeed, The Guardian, Business Insider, Fast Company, GQ, and many more.

5. ADDITIONAL REFERENCES
Ayzenberg Group website: https://www.ayzenberg.com/
ION website: https://www.ion.co/
Steven Lai on Listen In vodcast: https://youtu.be/8au20TFfQIg
David Ma’s TikTok channel: https://www.tiktok.com/@davidwma?lang=en
Vanessa Marzaroli’s Minecraft spot: https://youtu.be/_ocJ8VjAoxE
Julie Munoz Lowe - The Outer Worlds 2 announcement trailer: https://youtu.be/AQt-NjR-a3k

6. Thank you, and please vote now for…
Is Authentic the New Premium?