Liz Gorny’s opinion piece for It’s Nice That explores the resurgence of long-form advertising, as brands like Nike, Cash App, Adidas, Patagonia, and Rapha invest in cinematic and editorial storytelling. The article contrasts this trend with the short-form dominance of TikTok, suggesting audiences are seeking more depth and intentionality. Through interviews with Nike’s Matthew Kneller and Cash App’s Zack Ashley, it highlights how brands are using slower, more reflective formats to build emotional resonance.
Written by Polyester founder Ione Gamble for It’s Nice That’s POV column, the article critiques how brands have co-opted the aesthetics and cultural cache of zines to create glossy branded magazines. Gamble argues that this trend undermines independent publishing while acknowledging that branded publications provide employment for creatives. The piece calls for renewed support and funding for independent zines to preserve their cultural impact.
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