Conero Film + Adv (CFA) is a Festival and a Creative Retreat for the advertising and film industries. On the first weekend of September every year, the festival welcomes agencies, production companies, brands, and directors in the heart of the Conero Natural Park in Italy across a regenerated field of 10 hectares of nature. Committed to inspiring more sustainable practices in the advertising work, Conero Film + ADV engages their audience in thoughtful conversations, workshops, presentations, and film screenings in a relaxed environment. The festival was initiated in 2023, under the direction of Mattia Fiumani, whom C41 introduced here in conversation with Niccolò Montanari.
Niccolò Montanari: What was the inspiration behind founding Conero Film + ADV, a film festival and creative retreat in the Conero Natural Park? And what were the reasons behind choosing this location as the stunning setting for the festival – a bold move compared to the majority of festivals taking place in main urban hubs?
Mattia Fiumani: The inspiration behind founding Conero Film + ADV was to promote sustainable practices in the film and advertising industries. We initially chose the Conero Natural Park as the headquarters of Local Bizzarro, a creative production company with the objective of decentralising production from the main industrial hubs. In terms of the event itself, the Conero Natural Park provides a breathtaking environment that perfectly aligns with our mission of environmental preservation and creative inspiration. By choosing this location, we aimed to create a unique retreat-like atmosphere that encourages creativity, reflection, and collaboration.
NM: Conero Film + ADV is an event looking at sustainability both in terms of raising awareness over sustainable practices in film production, as well as creative and social sustainability – valuing an appreciation of our unique ability to tell stories. In practical terms how do you implement your mission in your operations and programming?
MF: We implement our mission by incorporating sustainability into every aspect of our operations and programming. This includes the introduction of the Conero Award, which recognises projects that diligently follow sustainable practices across all phases of production. Additionally, our programming prioritises content that addresses social and human issues, fostering a broader understanding of sustainability. Our jury, panels and talks feature industry leaders, such as Laurence Rilly (Short Film Programme Manager at ARTE), Daniel Huntley (News Editor at shots), Elisa Pervinca Bellini (Sustainability Editor at Vogue Italia), and FormaFantasma (Research Based Design Studio). Our aim with the talks and panels is to discuss and engage innovative approaches to sustainable filmmaking and advertising, while our outdoor networking activities reinforce the importance of connecting with and preserving our natural environment.
NM: How has the festival contributed to building a community of filmmakers, both locally and internationally, and what role does this community play within the festival’s framework? And in what ways does Conero Film + ADV engage with the local community and contribute to the cultural and economic development of the region?
MF: Conero Film + ADV has successfully built a vibrant community of filmmakers by providing a platform for both local and international talents to showcase their work and engage in meaningful discussions about sustainability. This community is integral to the festival’s framework, as there wouldn’t be a film programme without them. Our role is to highlight this community and its work through our programming. On a local level, we engage with the community by having local businesses participate in the event while also keeping it accessible for locals, contributing to the cultural and economic development of the area in a sustainable way. Through activities such as wine tasting, horse riding, and boat tours, we integrate local businesses and traditions, providing economic benefits and promoting cultural exchange.
NM: The 2024 edition of Conero Film + ADV is due to take place on September 6-8. Could you provide a glimpse into what attendees can expect from this year’s programming and any new features or themes being introduced?
MF: Attendees of the 2024 edition can look forward to a rich and diverse programme across the three days. This includes networking meals, outdoor networking activities in the beautiful Conero Natural Park such as hikes, boat trips and horse riding, and a series of insightful panels and talks. Highlights include a case study by Karim Bartoletti (Indiana Production) on their award-winning viral campaign “Assume That I Can”; discussions on innovative storytelling approaches using AI with Lorenzo Costanzo (Materials Scientist), Sami Arpa (Largo.ai) and Davide Boscacci (Accenture Song), hosted by Ludovica Chiarini (EcoMuvi); a talk on the sustainable redesign of the agencies of the future with Davide Baldi (Dude) and Grace Farson (Anomaly), hosted by Lyndy Stout (1.4); filmmakers Q&A sessions hosted by MarBelle (Directors Notes); and a networking brunch presented by Papaya Films who will introduce their case study “Means to an End – Low Carbon Hustle” during which they will share the story of travelling from Warsaw and London to Cannes Lions in the most sustainable way possible. The festival will culminate in the CFA 2024 Official Selection & Awards ceremony, followed by our party celebrating this year’s winners. The full programme, as well as ways to participate, is available via https://www.conerofilmadv.it/cfa2024
NM: Looking ahead, what are the long-term goals and aspirations for Conero Film + ADV, and how do you envision the festival’s continued growth and impact on the film industry?
MF: Our long-term goals for Conero Film + ADV include establishing the festival as a leading platform for sustainable practices in the film and advertising industries. We aim to expand our reach and influence by continuing to attract top creative talents and industry leaders who are passionate about sustainability. By fostering a community that values environmental preservation and innovative storytelling, we hope to inspire a new generation of filmmakers and advertisers to adopt responsible practices. We envision the festival growing in scope and impact, driving meaningful change and setting new standards for sustainability in the industry.