Industry Standard x Getty Images at DOC NYC

In our work with emerging talent, we often highlight how creative skills can move fluidly from one sector of the industry to another. When Getty Images invited us to collaborate on a panel for the upcoming DocNYC PRO Conference, we saw an opportunity to spotlight a growing area where this crossover is especially visible.

Where the Work Is – Opportunities at the Intersection of Documentary, Archives, and Brands will examine how documentary practice and archival storytelling are influencing not only film and television but also the rapidly expanding fields of brand storytelling and cultural projects.

New Frontiers

Documentary filmmaking has long set the standard for authentic storytelling — from vérité shooting to archival research — and those same skills are now being applied in new contexts. One of the fastest-growing areas is brand storytelling, where audiences expect authenticity. Brands are adopting documentary methods, from deep character-driven narratives to archival storytelling that draws on their own history and connects to broader cultural touchpoints. This shift illustrates how the core skills of documentary professionals — research, narrative structuring, editorial storytelling and cultural insight — are highly portable, creating new opportunities to apply their craft beyond traditional film and television.

Archives & Authenticity

Archival storytelling is central to today’s creative landscape. Archival materials anchor feature documentaries, cultural initiatives, and branded content alike, providing historical depth, authenticity, and cultural resonance that connect stories to broader audiences. In brand entertainment, archival footage and imagery allow companies to tap into their own heritage, illustrate cultural touchpoints, or create narratives that feel grounded in real history — adding credibility and emotional resonance to campaigns. Archives like Getty Images play a key role in this process, offering access to rich historical collections and contextual information that bring stories to life. The skills of archival researchers and producers — from sourcing and contextualizing material to building essential relationships — enable creators to craft narratives that are both compelling and culturally grounded. 

Collaboration in a Changing Landscape

At a time of rapid technological disruption and industry consolidation, cross-sector collaboration has never been more important. Filmmakers, brands, distributors, and archives must work together not only to sustain opportunity, protect creative integrity, and safeguard cultural heritage, but also to stay attuned to shifting market demands and emerging creative spaces. Recognizing where opportunities exist allows creators to apply their skills in innovative ways while maintaining authenticity. 

By highlighting these opportunities and addressing critical pipeline and training gaps, the industry can help the next generation of storytellers thrive in an evolving landscape.

Join the Conversation

Doc NYC Festival and PRO Conference passes are on sale now.  You can find us on the Future of Funding Day - Monday, November 17th at 2pm.

We look forward to seeing you there.