In this third bonus episode of Technically Creative, Orlando Wood continues his conversation with legendary Hollywood producer Jon Peters, the producer behind Batman, A Star Is Born, Caddyshack, Flashdance, Superman, and many of the biggest blockbuster films of the 1980s and 1990s.

In Part One, we explored Jon Peters' unlikely journey from hairdresser to Hollywood producer through his partnership with Barbra Streisand and the making of A Star Is Born. In Part Two, we followed the rise of the Guber-Peters Company and Jon's partnership with Peter Guber, one of the most successful producing collaborations in Hollywood history.

In this episode, the story shifts from filmmaking to something bigger.

By this point, Jon Peters has already produced some of the most influential films of his era. A Star Is Born helped redefine movie marketing and soundtrack albums. Batman became one of the highest-grossing films of all time. The Guber-Peters partnership was reshaping Hollywood.

But success was never the destination.

Every achievement simply became permission to dream bigger.

This conversation explores how Jon Peters thought about blockbuster filmmaking, movie marketing, soundtrack albums, intellectual property, franchising, and the business of entertainment long before Hollywood became obsessed with cinematic universes and franchise ecosystems.

We discuss how A Star Is Born created a blueprint for soundtrack-driven movie marketing, why film soundtracks became a critical revenue stream for studios, and how Jon viewed movies as much more than what audiences saw on screen.

The conversation eventually leads to Sony Pictures Entertainment, where Jon Peters and Peter Guber found themselves running one of the most powerful movie studios in Hollywood.

And even that wasn't enough.

Because while most executives saw a studio, Jon saw a launching pad.

We explore:

• How A Star Is Born changed movie marketing and soundtrack strategy

• The relationship between Hollywood films, soundtrack albums, and blockbuster profitability

• Why Jon believed the movie wasn't the only product being sold

• How Wild Wild West and its hit soundtrack became a case study in entertainment marketing

• The road from Batman to running Sony Pictures Entertainment

• Jon Peters' vision for "Sony Land" and expanding beyond the traditional movie studio model

• Superman, intellectual property, and the future of franchise storytelling

• The connection between Hollywood, the UFC, Dana White, entrepreneurship, and instinct

• Why Jon Peters believes success should expand your ambitions rather than satisfy them

Like the previous conversations, this episode is funny, reflective, controversial, and uniquely Jon.

It's also a fascinating look at Hollywood history, blockbuster filmmaking, movie producing, studio leadership, entertainment marketing, soundtrack albums, intellectual property, and the mindset that helped shape some of the biggest films of the modern era.

If you're interested in Jon Peters, Peter Guber, Batman, Sony Pictures, Superman, Hollywood producers, blockbuster movies, movie marketing, or the business of filmmaking, this chapter goes deeper still.

More to come.

A special live episode recorded at British Arrows.

This panel explores how AI is reshaping creative work, from workflows and production systems to decision-making and craft. As more companies adopt AI tools, the real challenge is shifting from experimentation to implementation, redesigning how work actually gets done.

We discuss the gap between AI adoption and real impact, why most organizations are still layering AI onto existing workflows, and what changes when you move toward AI-native systems. The conversation also looks at agents, automation, and the evolving role of creative professionals in an AI-driven environment.

At the center of it all is craft. What remains human, what becomes automated, and why judgment, taste, and creative instinct are becoming more valuable, not less.

Recorded live at British Arrows, this is a conversation about the future of AI in creative industries, including film, advertising, and media.

Technically Creative is brought to you by KoobrikLabs, the AI transformation partner for creative companies.

What actually makes creative work matter?

In this final episode of Season 3 of Technically Creative, Orlando Wood sits down with Simon Cooper and Charlie Gatsky Sinclair — the outgoing and incoming Chairs of the British Arrows — as the awards reach their 50th year.

The British Arrows is one of the most prestigious institutions in advertising, celebrating excellence in craft, storytelling, and creative execution across film, television, and digital media.

But this conversation isn’t just about advertising.

It’s about craft.

Taste.

And the value of effort in an age where AI is making creative work faster and easier than ever.

As artificial intelligence, automation, and new production tools reshape the creative industries, a deeper question emerges:

What do we actually value in creative work?

Because while AI can generate content at scale, the work that resonates — the work that lasts — still carries the imprint of human effort, judgment, and taste.

Drawing on 50 years of advertising history, this episode explores how creative industries evolve through technological change, why audiences still respond to human endeavour, and what the future of creativity might look like in the age of AI.

In this episode:

• The evolution of the British Arrows over 50 years
• Craft vs automation in the age of AI
• Why effort and difficulty still matter in creative work
• The role of taste in advertising, film, and storytelling
• The Young Arrows and supporting emerging creative talent
• How AI is changing the creator economy and media industries
• What the best advertising work still gets right

Technically Creative is a podcast about AI, creativity, and the business of making things.

Brought to you by KoobrikLabs — helping creative companies implement AI in safe, practical, and transformative ways.