Creative Director at Publicis, the only Brazilian among the shortlist judges, evaluates Film Craft works
Deh Bastos is the only Brazilian on the list of 197 judges for this year’s Cannes Lions shortlist. Publicis’ creative director is on the Film Craft jury, which aims to celebrate art on screen and reward works that show technical skill and dexterity in production and post-production, focusing mainly on execution.
Among the jury’s challenges, Deh highlights the importance of a careful evaluation of the entries. In addition, the creative director also told PROPMARK that the trials have already started online. The shortlist jury will be responsible for selecting the works that go to the panel of judges in the category, so that the cases that will take home the Lions of the award, which takes place on the French Riviera, between June 19th and 23rd, are defined. .
According to the Cannes organization, the registered cases must demonstrate exceptional footage, elevating an idea or improving the execution. Next,
the judge shares some of her expectations regarding the festival and what the market should expect from this year’s works.
Expectations
Without a doubt, my expectation is in the exchange between people and in having access to works from all over the world.
Prospects
I hope to find a continuation of what has already been seen in previous years at Cannes: cases with social impact results and the increasingly use of technology as a communication tool.
Highlights
ESG as a whole has been a very present agenda in advertising deliveries. I believe that works with the themes of environmental preservation, gender and race equity continue to have a strong presence due to the demand of the final target, which has increasingly chosen to consume from brands that have an active social purpose.
How the jury works
The shortlist jury has already met online, with all the judges and the president of the jury for their category. After that, we receive guidance on how to carry out the evaluation and little by little we receive batches of cases to evaluate. At the end, the on-site jury will already have access to what was previously selected.
Gain
The shortlist judge wins the delegate credential for the event that takes place at the end of June, Publicis will pay for my trip and I am looking forward to experiencing Cannes in person.
Criteria
Film Craft is a very demanding category, because the technical delivery needs to be very well done throughout the entire execution of the film. There is a jury manual that helps us to analyze submitted works for evaluation.
Preparao
I’ve been studying the subject even more and consuming content that can strengthen the discerning look that each evaluation process must have. In addition, talking to people in the market is also very important.
Highlights
Desire, a film from Germany in 2022, was Grand Prix and is really technically perfect, delivering a contextualized script (pandemic), photography, soundtrack and art direction in just 4 minutes.
GP the Film Craft
Cannes Lions represent the highest level of creativity, so the winning entries must meet all the criteria to be
reference for the whole world.
Challenges
Carry out a careful evaluation of the works entered to deliver the best to the on-site jury panel. It is necessary to have a wide and contextualized repertoire so that the right works are shortlisted.
