If you are known by the company you keep, Peter Grasse’s reputation is set to stay in top shape for a long time to come.

The executive producer who launched Dictionary Films in Japan this year will speak on the stage at the 2016 Cannes Lions with Mark Ronson, Sir Martin Sorrell, John Cena, Maurice Levy, Stephanie McMahon, Bob Greenberg, Nils Leonard, David Droga, David Lubars, Gerry Graf, Emma de la Fosse, Chuck Porter, Facebook CCO Mark D’Arcy, Mondelez, global CMO Dana Anderson, former Mars global CMO Bruce McColl, Unilever CMO Keith Weed, Airbnb CMO Jonathan Mildenhall, Vice CEO & founder Shane Smith, Oliver Stone, Gwyneth Paltrow, Usher and Will Smith…to name just a few of its chosen “speakers who define the creative ecosystem.”

It’s also one helluva way to introduce his new venture, Dictionary Films. And that’s hallmark Peter Grasse. Grasse launched full service production company, dic·tion·ary films (ˈdik-shə–ˌner-ē fi(ə)m\)n in February this year.  Dictionary is different. It works with a post-production partner, Cutters, to deliver top quality production value from concept to launch. Getting rid of all those redundancies in the production is good for clients and great for the quality of the production.

Grasse will be discussing Production Value Redefined. And don’t attend expecting something ordinary. Grasse has a heritage to uphold. He is the speaker who gets audiences re-thinking. He has a flair for turning entrenched ideas on their heads. He has done so at Spikes, AdFest, the Hollywood A-List Awards, BEFest and at Ciclope in Berlin, where his impromptu interview with Roman Coppola was the most talked about event of the Festival.

At Cannes, along with guests Brendan Cravitz (Grey), Ryan McGuire (Cutters) and Hisaya Kato (AOI), Grasse will contradict the culture of cost-control to show how true production value comes without a price-tag. To prove his point, he’ll outline the benefits of downgrading production for social media.

Does that mean that a production company head will be talking about the benefits of downgrading production? You will have to wait to find out. But in true Peter Grasse fashion, the discussion will provoke, as well as guide, the industry to reconsider how things are done.

Of course, there’s a surprise ending. That’s also a Peter Grasse hallmark and he never disappoints.

Find out more about the Cannes’ speakers who define the creative ecosystem here.