Today, video/film is used as an element of a marketing experience rather than the standalone advertising piece it once was. And often it's the smaller boutique agencies that are setting the creative pace.
Take [wire]stone for example. They excel in creating immersive experiences for some of the biggest names in the industry. And they do it impressively.
They were recently contracted to market Boeing's new fleet of 737s, creating a 17 gigapixel multidimensional photo of the plane by seamlessly integrating over 20,000 images. Then they made it interactive through Kinect so users can view from rivet to blue sky via body gestures.
Their reel is impressive.
Ans once on their site, you gotta check out their mashup of Saturday Night Live and Beyond the Comics. It's a new media property that Fred Wolf, former head writer for SNL, asked [wire]stone to help develop. Think 21st century Sunday funnies with an edge.