Films are full of beautiful things. What if you could buy them while you watched? That’s the plan of New York start-up The Take. They’re promising a future where everything you see on screen can be yours - whether it's the leading lady’s shoes, or a holiday on location.

The system that brands operate in which is still largely defined by mass media comms – a straight line approach to non-linear thinking. Alan Moore makes the case for a more fractured, participatory approach to brand identity.

Gen Z had eluded Subway. Teens are watching less live TV, so they don’t see its ads, and they don't like direct advertising. So Subway launched sitcom The 4 to 9ers, and the first season attracted 18 million viewers. But who wants to watch a TV show created by a fast food chain?

Whether it's shoes, clothes and accessories on a model or the latest living room setup, shoppable images let people visualise how a product will fit their own style and environment, and make a purchase at a click of a mouse. eBay is taking this concept to New York Fashion Week.