The Power of Real Voices: Why Brands are Turning to Curated Storytelling with Rick Wayne

July 27, 2023

A wise man once said that every story has already been told, and the stories we come up with are a mixture of remembering and forgetting what we’ve read. In advertising, it has become more interesting to curate real people’s voices and turn them into storytellers than trying to create a unique story.¬†

When brands like Nike invite an unknown runner from a small town to share their story, they acknowledge, empathize, and give the consumer a voice. It’s the most compelling storytelling.

In this episode, I’m joined by Rick Wayne, Owner and Director of Underscore Films and Executive Creative Director for LiveLab. Rick’s work as a TV, commercials, and viral content director earned him several Emmy nominations, and has been featured on The Huffington Post, MTV, NBC, FOX, Spin, Vice, and Rolling Stone. In 2015, Rick directed and starred in “Millennial’s Guide to Making It,” a project founded by Ben Affleck and Matt Damon for HBO’s Project Greenlight. 

Throughout our conversation, Rick shares his thoughts on advertising, storytelling, content creation, and live activations. We delve into Rick’s unique perspective as a director and creative from both the agency and the brand’s side, how to turn advertising more enticing for the general audience, and people’s realization that being in Hollywood or Manhattan is not a must anymore if they want to create something. 

Additionally, Rick talks about self-development and mindfulness, realizing that every tool he ever needed to change his life was already in him, surprising lessons learned in unexpected destinations, and much more. 

Tune in and listen to the second episode of Cultivating Wellness Media, and enjoy our insightful and thought-provoking discussion on advertising, storytelling, and self-discovery.

In This Episode, You Will Learn:

  • A bit about Rick’s background (3:20)
  • Why advertising must find an alternative to interrupting whatever we are watching (9:10)
  • What makes Rick tick? (14:00)
  • The post-pandemic scenario of online, digital, and social media (22:30)
  • About Rick’s self-development and mindfulness experiences (31:20)
  • Why brands are curating other people’s stories instead of creating them (39:00)

Connect with Rick:

Underscore Films website

Let’s connect!


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