"Shrinking attention spans and the rise of AI are reshaping how stories are told.

As brands demand narratives that cut through the chaos and strike a chord with audiences, the traditionally divided ecosystem of creative agencies and production houses now shares a common goal: keeping the craft of advertising alive in the age of technology.

Ganesh Pareek, Partner, Executive Producer and Creative Director at First December Films, has witnessed the shifts in the advertising industry firsthand.

His approach is rooted in the fundamentals of listening to a script, not just reading the words, but understanding what people mean and how they think.

“I take all that listening and build a map in my head.

I figure out what needs to happen, what"s most important, and what"s missing,” says Pareek describing his approach to making an ad film.

With audiences increasingly skipping ads, making a memorable film has become a creative challenge.

According to Pareek, memorability is not about perfect camera work or flawless lighting, but about people bringing their real selves to the process.

He compares making an ad to solving a puzzle, with each team member contributing a piece to form the final picture.

“When all these pieces come together because everyone was honest and real, that"s when the film holds you.

That"s when it sticks with you.” For Pareek, a well-made film may be technically sound, but a memorable film is driven by real intention.

But as the way films are made evolves, so does the way they are consumed.

Beyond format: serving the brand first Advertising is no longer confined to large screens.

With mobile consumption rising rapidly, ads are now created for vertical formats as well.

However, Pareek maintains that format should not dictate the filmmaking process.

“If a film is truly good, it doesn"t matter what screen you watch it on-it will hold you.” For him, the conversation is less about formats and more about intent.