Pitchfest is back. And this year, we're throwing the doors open.
On 9th July, we're opening up our Soho office for Pitchfest Open House: an immersive afternoon of talks, panels and exhibits across three creative floors, finishing with a party out in the mews.
The theme this year is Art vs Advertising. We'll dig into the tension where pure expression meets commercial persuasion, and ask the questions that keep getting louder. What can commercial work learn from pure expression? If we move advertising closer to art, do we land harder? And can advertising ever be art in its own right?
The ground has shifted under all of us. Creators are brands. Brands are expected to entertain. Advertising gets judged like culture. And the platforms reward feeling, originality and distinctiveness above everything else. So we've built the afternoon as part creative escapism, part hard industry truth, all of it fuel for the rest of the year.
The exhibit: Art or Advertising?
Doors open at 2pm. Wander through a curated collection of iconic artworks and campaigns that challenge where art ends and advertising begins.
Welcome and introduction
Our co-founder Kate Ross opens the afternoon with a reflection on the enduring tension between art and advertising, and why protecting creativity has never mattered more.
The panel: Can marketing still be original in 2026?
eight&four's CEO Amy McCulloch is joined by industry leaders to explore what happens when creativity carries a commercial objective. Joining her on the Main Stage: Sabrina Cendral (Senior VP, Sandals Resorts), Sian Finnis (Senior Director, King), Alex Hoyle (Head of Content Strategy & Studio, AXA Health) and Joe Friend (Co-Founder, Pepper Studio).
What can AI learn from art?
As technology reshapes creativity, art keeps pushing back. A look at craft, authenticity, the analogue resurgence and the next creative swing.
With Emily Mulhall, Director of Motion and AI.
Have I made you feel something?
If attention is the world's most valuable currency, why are so many brands afraid to make people feel anything?
With Annie Harte, Lead Audience Strategist.
The breakout sessions
After a short break, the afternoon opens up. Play as you go, sign up to as many as you like. If you're not in a session, our offices are open for hotdesking, refreshments and meeting rooms.
Creator Lab Live
With Henry Scriven, Video Director
What happens when different creative minds receive the same brief? Get involved in a live creative challenge set by eight&four's Creator Lab, and discover what happens when artistic expression meets commercial execution.
What art understands about collaboration that advertising forgot
With Sarah Heavens, Editorial Director
Advertising and art both value shared creativity, but they use collaboration very differently. This talk explores what advertising can learn from artistic creative processes: tension, outside influence, and staying in the question for longer.
Powerpoint. It's not Shit.
With Harriet Gray, Creative Lead
PowerPoint isn't the problem. The way we use it is. This talk challenges our obsession with overloading slides, and looks at how creative disciplines help us curate attention, build experiences and make ideas more memorable.
We love it! What is it?
With Shaun Spark, Senior Video Editor and Improviser
Embracing the art of improv to make way for new ideas. An interactive session learning improvisation techniques for collective creative confidence. Come along and unblock yourself.
The Sound of Influence
With Geoff Chang, Associate Creative Director
Music, memory and emotion, and the pull they have on all of us.
Open House closes
We close the event with key takeaways, a look at the results of the live Creator Lab challenge, and a special surprise.
And then, the party
From 6.15pm we spill out into the street for our own private after party in the mews. Food trucks, a guest DJ and cocktails till late.
How to join
Pitchfest Open House is open to clients and friends of the agency. Bring colleagues, you'll get more out of the interactive sessions that way. Email steph.smith@eightandfour.com for ticket info.
