TLDR: Australian PR agency Agent99 has announced its strategic entry into the AI creative space by partnering as an in-kind sponsor with the OMNI International AI Film Festival. This collaboration signifies Agent99’s commitment to the evolving landscape where technology and artistry converge, supporting a festival dedicated to generative AI cinema and fostering ethical innovation within the arts.
Australian PR agency Agent99 has officially announced its first foray into the artificial intelligence (AI) creative sector, joining as an in-kind sponsor of the OMNI International AI Film Festival. This partnership marks a significant step for the agency into the rapidly evolving terrain where technology and artistry intersect.
The OMNI International AI Film Festival, founded in Australia, is a pioneering platform dedicated to showcasing films created with generative AI tools. Following a successful, sold-out inaugural awards screening earlier this year, OMNI has quickly established itself as a key incubator for AI-native filmmakers. The festival has garnered global attention, attracting submissions from over 70 countries and drawing the involvement of industry luminaries such as George Miller, director of ‘Mad Max’ and ‘Happy Feet’, who is part of its 2025 judging panel.
Sharon Zeev Poole, founder and director of Agent99, expressed her enthusiasm for the collaboration, stating, “Storytelling is changing, and OMNI sits at the centre of that conversation. When the opportunity to work with them came our way, we came on board as their in-kind PR sponsor because we really believe OMNI is not only pushing creative boundaries but also shaping the dialogue around the role of AI in the arts. As early adopters ourselves, we can’t wait to champion this story and take it to Australian and international audiences.”
Agent99 will spearhead a comprehensive, multi-faceted campaign to promote OMNI 1.0, the festival’s second awards event, which is scheduled to announce its winners at a screening in November 2025. The agency’s efforts will focus on driving earned media, cultivating thought leadership, and fostering industry engagement. This initiative aligns with OMNI’s core mission to legitimize AI filmmaking as a distinct art form while simultaneously ensuring that ethical innovation remains a central tenet of the conversation.
For OMNI co-founders Aryeh Sternberg and Travis Rice, Agent99’s appointment represents a crucial milestone. Sternberg commented, “From the beginning, OMNI has been about more than showcasing films — it’s about sparking global dialogue on creativity in the age of AI. Agent99 immediately understood this vision and brings the expertise we need to amplify it.”
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Poole further elaborated on the broader implications of the partnership, concluding, “OMNI is an extraordinary example of how technology is expanding creative possibilities. It’s certainly not replacing human ingenuity – but rather giving us the time and space to allow it to flourish. Partnering with them is not only an exciting new chapter for Agent99 but also an opportunity to support the voices leading this cultural shift.” This move positions Agent99 among a growing number of Australian PR agencies embracing clients with AI-led creative initiatives as industries worldwide adapt to generative technologies.
