Dulcídio Caldeira will be a judge in the Film Craft Lions area at the Cannes Film Festival
The story of Dulcídio Caldeira, juror in the Film Craft Lions area at this year’s Cannes Festival, predates the founding of Boiler Filmes in 2016. He, who held the position of creative director at AlmapBBDO, had already directed advertising since 2010.
The most awarded writer in the Brazilian market, he quickly established himself on the other side of the counter as one of the main stage directors of his generation. It bears his signature, for example, in the “Gerações” commercial that brought Elis Regina together with her daughter Maria Rita through artificial intelligence, from Almap for Volkswagen, which won her Professionals of the Year, from Globo.
Preparatory
Judgment is a work of patience and attention. Often, the idea involves regional values that at first glance are imperceptible to anyone who is not from where the piece was created. And the strength of the idea may lie precisely in local values. A good example is a Cadbury film which, to non-English speakers, seems like just an exciting story about a child who buys a chocolate using toys as currency. But, when we look at the case, we understand that it is a remake – with a period setting – of a famous commercial in England. And the film celebrates 200 years of the Cadbury brand. Therefore, it is important to be well informed in the judging process.
Craft
I look for commercials where production quality was fundamental to the materialization of an idea. This criterion is very delicate. Because the best demonstration of craftsmanship is not always the work where we see great productions. Sometimes the merit of craft lies in making the idea work, but without being noticed. It could be, for example, a special effect, a melody or an art choice that no one notices is there.
Climbing
I started my career as a writer and today I am a director. Therefore, it is logical that I highly value the importance of good execution so that an idea is realized to its full potential. A Seinfeld text wouldn’t have the same impact in a stand up if it weren’t performed by Seinfeld. Without good craftsmanship, an idea loses all its value.
Changes
On the one hand, fragmentation has diluted consumer attention. It’s hard to get noticed in this sea of information. On the other hand, there are more opportunities to materialize an idea. Every day a new technology or new media emerges that can generate new ways to surprise the consumer. Oreo has just caught the market’s attention by showing barcodes of different products that, when viewed on a cell phone, transform into Oreo cookies and their iconic fillings. A few years ago this would have been just a print media idea.
