Managing director of Stink Films, Renata Dumont opens the special propcast series with the Brazilian jurors at D&AD 2024
For the second time on the D&AD Editing jury – the first time was in 2022 -, the managing director of Stink Films opens the special propcast series with the festival’s Brazilian jurors this year, which in total are 14. In the episode, the executive He says that the most interesting thing about being part of a jury like this is learning and exchanging with the people you meet during the trial.
It’s a festival that has 40 categories and more than 300 people from the world market involved, who start to point in different directions than you’re used to looking at. I love it when a person manages to show me something different from what I was seeing, because their view of a certain work changes, says Renata Dumont.
Within the editing category, there are subcategories for traditional media, digital media, 2D, 3D, mixed media, virtual production, including the artificial intelligence subcategory. According to Renata, the jurors are warming up their engines, because the trial work has not started yet. But they are already receiving guidelines from the D&AD organization, such as what aspect of the work to look at, what is important or what caught the most attention in the market in the last year.
In addition to being a festival very focused on crafts, Renata draws attention to the fact that D&AD (which takes place between the 18th and 22nd of May, in London) pays close attention to the way in which the idea was executed. It’s an award that evaluates the use of the idea in a very high way, and how the media was used, because sometimes it can happen that you have a brilliant idea, but that you had difficulties in executing it, and the opposite is also true, she exemplifies.
Despite being the topic of the moment, the executive believes that not everything at the festival will be about AI. Of course, we’re going to see a lot about this, more frequently, but I think we still have a lot to see about traditional media, languages and ways of using cameras. Our very creative market always comes up with something surprising. When you think you’ve seen everything, you see more, says Renata.
She adds: Everyone is very worried about artificial intelligence, but for me AI won’t end anything. It will change things and if we manage to take a good look at this in editing, for example, artificial intelligence is a very powerful tool to perhaps speed up the editor’s work. But I don’t see AI replacing sensitivity, because that’s human. a look that comes from an accumulation of that person’s experiences as an individual, feelings and emotions that they translate into work.