Agent99 dives into the tech game with AI film festival client win
Sharon Zeev Poole
PR agency Agent99 has expanded its entertainment portfolio with the Omni International AI Film Festival signing on as a client.
Omni is a festival that focuses on films crafted using generative AI. It was officially launched in late 2024 by co-founders Travis Rice and Aryeh Sternberg, and its first event in April 2025, Omni 0.5, brought in close to 1,000 entries from around the world.
The festival’s second event, Omni 1.0, was announced in June 2025. In August, Omni named Academy Award-winning director George Miller as a headline judge.
Now, as an “in-kind sponsor” for Omni, Agent99 has been tasked with spearheading a multi-faceted campaign via industry engagement, earned media and thought leadership channels. The agency’s ultimate goal is to elevate the Omni brand and help it “legitimise AI filmmaking as an art form while ensuring ethical innovation stays at the heart of the conversation”.
“Storytelling is changing, and Omni sits at the centre of that conversation,” Sharon Zeev Poole, Agent99’s director and founder, said in a media release.
“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.”
Poole added: “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.”
Sternberg shared Poole’s sentiment regarding the new partnership, adding that the agency has the expertise the festival needs to amplify its message.
“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,” Sternberg said in the release.
The announcement comes weeks after Agent99 won three new clients in the wellness space. Moving into such an industry was an intentional move for the communications agency, Poole told Mumbrella at the time.
“It has been with intent, for sure, to go into this area more and more,” Poole said.
“We have a specialty of food, beverage, entertainment, and lifestyle. And with that we’ve done quite a bit of work — there’s just a natural organic progression towards wellness.
“There’s a lot of brands [that] are considering that and where they sit within wellness as it’s a hugely growing trend.”
Omni is officially Agent99’s first AI-based client.
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