Cannes we do it - yes, we Cannes!

In the glitzy whirlwind of the entertainment industry, where red carpets unfurl and cameras flash, the Festival De Cannes stands as a bastion of cinematic artistry and cultural revelation. As the echoes of Hollywood’s awards season begin to fade, all eyes now turn to the South of France in May.

This year marks 25 years for me in the media industry and Cannes has a special place in my heart. In 2000, I was a young film public relations assistant working for Dennis Davidson Association (DDA) and didn’t really appreciate at the time my first trip to the Cote D’Azur. I was involved in setting up several posed photo opportunities for the Victoria Secret’s models as they arrived in Nice on a branded Concorde aircraft as well as a waving opportunity on a famous hotel balcony. 

That year, I also worked with the ‘All Saints’ and Dave Stewart of the Eurythmics for the film launch of ‘Honest’, I did a photo opportunity with ‘N-Sync’ on a boat and finally I got to hand hold Elizabeth Taylor through the kitchen and backstage to her seat for Elton John’s amfAR Cinema Against AIDS Gala at the Hôtel du Cap-Eden-Roc in Antibes. From those frenetic red carpet and paparazzi flash laden events, my passion for photography direction and content management was born.

Last year, we worked with our PR client GOLIN, who extended to us an invitation for the sixth consecutive year to capture the essence of the unique MAGNUM pop-up beach event space. Our mission encompassed documenting various highlights, including celebrity panel discussions, delightful moments at the ice cream dipping bar, and the glamorous allure of the red carpet, with media representatives from around the globe in attendance. The content we produced was not only intended for distribution across Unilever’s global social channels but also for prominent news outlets. This ambitious project demands a considerable allocation of resources, not only to capture the diverse elements but also to ensure prompt editing and delivery.

Our team, consisting of 12 individuals, including three photographers, two videographers, three editors, and three producers, journeyed to Cannes fully prepared for the task at hand.

Throughout the event, we had the privilege of collaborating with and directing esteemed celebrities such as Eva Longoria, Nicole Scherzinger, JVKE, Stella Maxwell, Irina Shayk, Josephine Skriver, and Cindy Bruna. Additionally, in anticipation of the main event, we curated engaging content during a pre-day session for 58 social media influencers representing MAGNUM’s brand territories worldwide, including ambassadors from Morocco, Turkey, Italy, Belgium, and beyond. The recognition from UNILEVER’s Global Brand Lead (VP) on our Instagram channel, affirming our work as a “master class as ever,” served as a testament to the quality and impact of our content. Furthermore, our stories and content garnered significant traction across numerous media platforms, including Mail Online, Hello Magazine, The Sun, The Mirror, Instyle, Variety, Yahoo, and many others.

B-Roll Video: https://www.youtube.com/watch?v=QkbtOmUZ998&t=1s

After the conclusion of the film festival the sun-drenched Croisette beach eagerly welcomes the Cannes Lions festival in June. This annual event serves as a gathering for the advertising and communications industry to honour the world’s finest achievements. Attendees can gain insights from iconic thought leaders, explore ground-breaking ideas from innovative companies, and draw inspiration from the diverse creative marketing community.

I started at HELLO! manually scanning prints and marking up transparencies. Now, AI is revolutionising our video creation and content delivery, surpassing my old editing methods. This year, according to insights from PR Week, discussions around artificial intelligence (AI) are anticipated to take centre stage at Cannes Lions. Jurors are expected to voice concerns about ‘AI fatigue’ and may even advocate for mandated labelling of AI in campaigns. It’s evident that AI continues to play a significant role in the creative industries, whether it’s through leveraging the capabilities of platforms like ChatGPT or exploring the latest visual advancements in tools like the Adobe software suite. Despite the immense potential AI offers, even the most imaginative minds approach its integration with a sense of caution.

With the prestigious festival on the horizon, poised to reveal the next surge of cinematic excellence and cultural fascination, I believe my affection for the event will endure for several more years. For those of our clients intending to attend, worry not; our PA Media Assignments team still has the capacity to assist you!

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