Since their existence, celebrities have been in charge of telling us about the things we want. From subtle product placement in movies to straight up endorsements in magazines, celebrities have influenced us for as long as there have been things to sell and cameras to click. And while celebs are still our cool barometers, the landscape of how they influence consumers is rapidly changing.

WhoSay, a social media “magazine” for Celebrities that enables them to post their original content across multiple platforms while still retaining the rights to their content, has been quietly churning out some stellar collaborations. There’s been a major shift away from the traditional advertising triangle of agency-brand-spokesperson. New advertising has layers, and companies collaborate and fold celebrities in with multiple brands and experiences to tell a story. And, it’s important to note, these are often small stories, which has less to do with consumer attention span and far more to do with consumer connectedness.

Following a celebrity through a tiny piece of their day is intimate. It’s pointillism in a market saturated with broad strokes. Take the recent collaboration with Rosario Dawson and Lexus as an example. Dawson is opening a pop up shop over Oscar Weekend for her socially conscious African-based clothing brand, Studio One Eighty Nine. WhoSay and Lexus partnered together to create five short videos following Dawson around Los Angeles as she gets things ready for the shop. Dawson will, obviously, errand in a Lexus, and WhoSay will produce and share the videos which are scheduled for release leading up to Oscar night. That means five brands (if you include the actress herself) are coming together in damn near equal parts to promote one single pop up shop. Pointillism, my friends.

Stories are getting smaller because we want them to. Celebrities certainly add to the hype of a small story, but boiling down big picture ideas into one video or short series is happening all over the marketing world. If you tell one piece of the story in the right way, it becomes far more compelling than trying to squeeze in the entire tale.