electriclime° brought together filmmakers, creatives, and industry leaders for a powerful conversation around sustainability in advertising and production during their event ‘Cut Carbon, Not Creativity: Towards Sustainable Filmmaking’.
Held at their °W13 office in Alserkal Avenue, Dubai, the event focused on demystifying what sustainability truly means in the context of filmmaking and advertising, moving past the buzzwords to uncover practical, actionable steps toward building a net-zero industry.
The panel included ECD & Sustainability Ambassador at McCann Worldwide, Andrej Arsenijevic, who shared invaluable insights into how creatives can approach briefs with sustainability embedded from the outset.
Encouraging a shift in mindset that prioritizes conscious choices without compromising on storytelling impact, he said: “Sometimes when you think about environmental storytelling, it could very easily influence the economic growth for clients […] storytelling likes to make an impact and this way you can actually make an impact through your piece.”
Also taking the stage was sustainability strategist Ninoksha D’souza, who offered expert guidance on how brands and agencies can build sustainability into the very foundation of their storytelling and operations.
One of her most valuable insights being: “The biggest myth is that sustainability equals the environment. The climate crisis is one of the biggest things we are going through right now, but sustainability is a lot more than the environment; it includes social and economic responsibility as well.”
The electriclime° event culminated in an open and honest dialogue around the challenges and opportunities that come with sustainable filmmaking. Topics ranged from rethinking how projects are briefed to implementing greener practices in production; emphasizing that sustainability is not a limitation, but a creative opportunity.
Jumana Radi, Executive Producer for electriclime° in Dubai, added: “This event is part of the electriclimeº team’s ongoing efforts in bringing sustainability front and centre as a topic in our community.
“We’re taking more and more initiative in working towards reducing the environmental impact and carbon footprint of our sets and operations, keeping a pulse on the global best practices and leveraging on the guidance and tools from AdGreen and other organizations.
“Fortunately, due to this, we’re also approached to produce pro-planet projects often, and we’re always keen to be a part of them!”To see more from electriclime°, click here.
