Is Werner Herzog's New Film the Future of Branded Entertainment?

PJ Pereira explains how agency, brand, artist and audience come together

BALI, Indonesia—It's been almost four years since PJ Pereira unleashed "The Beauty Inside" on the world. The years since that groundbreaking work of branded content—which Pereira & O'Dell made for Intel and Toshiba—have been a time of experimentation, Pereira says, with agencies testing formats and boundaries in the one advertising genre that truly likes to pretend it isn't advertising at all.