What I heard ... at Seriencamp Conference

“Brands are becoming studios.”

That remark by Nitay Dagan, director and editor of the hugely successful vertical series Brooklyn Coffeeshop, immediately caught my attention. It was, in fact, one of the reasons I made my way to the SERIENCAMP CONFERENCE in Cologne.

Every year, this event brings together the film industry’s series specialists—a sector currently undergoing profound transformation. And one that, surprisingly, shares a great deal with the worlds of corporate communications and marketing.

So when someone like Dagan suggests that the time has come for brands to evolve beyond publishers and become actual film studios, it feels like exactly the right moment to take a closer look at what’s happening in this industry.

For today, though, I’ll limit myself to a few fun observations: phrases I heard over and over again during the conference keynotes and panels. And yes, things are about to get a little philosophical, too:

“In my world…”

Goodness, so much framing, qualifying, and boundary-setting. And quite a bit of preemptive apologizing, too. Almost every session eventually reached the moment when a panelist clarified that he or she lives in “their own world.” Are we really all trapped inside our own little bubbles, complete with our own little truths? Of course, this reflects a broader postmodern condition—the “end of grand narratives,” (Jean-François Lyotard). We seem to have fewer and fewer shared reference points. But on stage, this increasingly becomes a problem. If something is true in your world, it may not be true in my world. And if that’s the case, what exactly is the purpose of a shared conversation?

“I’m too old for this sh*t.”

A keynote delivered one of the conference’s more shocking moments. An uncomfortable silence settled over the room: the speaker had just pointed out that Millennials are approaching 40 and that Gen Z is already turning 30. On another panel, someone confidently declared that anyone under 50 is still allowed to call themselves “young.” Yes, everyone is getting older. But Millennials, in particular, seem to be feeling the pressure and responsibility that comes with age.

My generation, on the other hand - Gen X - appears far more relaxed. We cheerfully refer to ourselves as dinosaurs. We openly admit that we’re probably too old for all this disruption. And yet our eyes still light up. For more than 30 years, this generation has been deeply passionate about its work—at least those of us who have made it this far. We’re workhorses. We throw ourselves enthusiastically into every new development. Including this one.

The difference is that we do so with the calm confidence that comes with experience—and the reassuring certainty that, somehow, we’ve seen it all before. Just in a different form.

“The data comes from the audience.”

Data-driven storytelling is everywhere right now. The problem? Nobody seems entirely sure what it actually means. For some, it’s all about numbers, analytics, and deciphering the algorithm. For others, it simply means trial and error: testing, learning, adjusting, and responding quickly to whatever performs best on the platforms. Same buzzword. Very different interpretations.

“Go for the vibe.”

Vibe here. Vibe there. If the creator economy has a favorite new word, it’s definitely vibe. And the beauty of the term is that nobody can really define it. A vibe can be a feeling, an impression, an experience—or simply an image. One thing it definitely isn’t, however, is a trend. Trends? Those are so old-fashioned. Everyone is searching for the vibe instead. And where do you find it? On Reddit—the last remaining social media platform, according to Serviceplan.

Finally: “I think…”

Do you know that phenomenon where, once you notice something, you suddenly hear it everywhere? For me, that phrase is “I think.”

At an international conference like SERIENCAMP CONFERENCE, where most attendees are non-native English speakers, it becomes impossible to ignore. Almost everyone begins their comments with “I think.” It functions as a linguistic safety net—a small verbal anchor that buys you a moment to think before speaking.

Of course, this is rarely intended as a tribute to Descartes’ famous “I think, therefore I am.” (And perhaps only a German like me would make that connection.) In English, “I think” often serves as a softener. Instead of saying, “You’re wrong,” people say, “I think you’re wrong.” And just like that, we find ourselves back at “In my world…”

Admittedly, none of this is a particularly comprehensive summary of Seriencamp Conference - and it certainly doesn’t do the conference justice.

The event featured outstanding keynotes, fascinating panels, and wonderful premieres. I filled countless pages with insights and lessons that are highly relevant for storytellers in marketing and PR.

More on all of that once I’ve had a chance to organize my notes and thoughts.

(This article was written by a human, translated by AI)