Detour Film, an audiovisual content production company created in Brazil in 2013, wishes to allow advertising agencies and brands to realize all the production process here on the Côte d’Azur. Patricia de Gomensoro explains us Detour Film’s strategy, which takes part in the development of creative industry in the area, notably with the Technopole Bastide Rouge project in Cannes.
Can you tell us about your company and your activities on the Cote d’Azur?
DETOUR FILM is an audiovisual content production company, focused on film and photo advertising production for fashion, beauty and luxury brands. Its mission is to produce high-level aesthetic films and photos with a hand-made production format in order to offer a unique visual experience to each brand. The company takes care of all stages of film and photo production, from the discussion of the script to the post-production.
DETOUR FILM was created in Brazil in 2013. Its creator is Alvaro Beck, director of award-winning commercials ⎼ Cannes Lions, London Festival, Iberoamerica’s El Ojo ⎼ who has more than 25 years of experience in the field of commercials. Selected to join the CREACannes Business incubator, DETOUR FILM opened in France in November 2017.
Why did you choose to establish yourself on the Côte d’Azur?
The Côte d’Azur was chosen as the headquarters of DETOUR FILM in France because it is a region that offers excellent filming locations, favorable weather conditions and an innovative ecosystem for the creative economy. The Technopôle project of the Bastide Rouge was a key factor in this choice.
In addition, there is a great competitive advantage in the association of the DETOUR FILM brand with the CÔTE D’AZUR and CANNES brands. In addition to receiving major events in the film industry and global advertising, such as the Cannes International Film Festival and the Cannes Lions International Festival of Creativity, the city and region are also havens for celebrities, artists and influencers. The Côte d’Azur is the perfect place to undertake business associated with the concepts of fashion, beauty and luxury, sectors in which DETOUR FILM is present.
What support did you receive from Team Côte d’Azur?
In May 2017, the partners of DETOUR FILM came to the Côte d’Azur, where they were received by Mr. Cyril Dary and introduced to the important members of the local audiovisual industry ecosystem and the Technopôle project of the Bastide Rouge. Thanks to these meetings, we were able to better understand the market in the region. The support of Team Côte d’Azur was a decisive factor for the settlement of the DETOUR FILM project on the Côte d’Azur.
What are your prospects for development in the region?
DETOUR FILM aims to become a reference in France and Europe for the realization of advertising campaigns for fashion, beauty and luxury brands.
To date, the French Riviera has been used primarily as a beautiful outdoor setting for film projects from around the world. The main productions filmed in the region today are produced and finalized by Parisian production companies and other major capitals of Europe and the world.
In this context, our mission is to offer an alternative for advertising agencies and brands: to encourage them to produce their advertising campaigns, from the inception of the concept to the post-production, in the region.
The initiatives to transform the city of Cannes into a storytelling capital and one of the main poles of the audiovisual sector in Europe, are essential to make this possible, as they aim at developing an environment favorable to the entire creative industry. The region already has a solid framework of technicians and professionals; current projects will attract even more qualified professionals and will allow for the local development of the entire audiovisual production chain.
Our goal is therefore to attract customers to the Côte d’Azur, carry out locally all the stages of an advertising production, and deliver a final product with a unique aesthetic result of internationally competitive quality. In addition, the French Riviera has an additional asset: the possibility of offering customers an “experience” in an almost mythical place. Who would not want to spend a few days in this beautiful setting by accompanying the development of their project?
The strategic planning of DETOUR FILM is therefore closely linked to the development perspective of the audiovisual sector of the Côte d’Azur.