Dictionary Films executive producer, Peter Grasse, is passionate about three things. The first two are forward-thinking production and brilliant creativity. The third is music (that’s Grasse’s thing on the side).
Grasse will champion his first two passions again at Spikes Asia, this year for both the Young Creative Academy and the Inspiration Stage.
Expect provocative thinking housed in an inspiring delivery. Grasse has a history of knockout talks to live up to, his last at Cannes Lions, where he challenged the prevailing culture of creative control and showed how true production value comes without a price tag.
“In recent years, Achievement in Production has evolved as a new category in many Film Craft award juries. Initially it was an award for making something of scale on a limited budget. Later, it became about scale regardless of the budget. Yet we’re still missing the point,” Grasse noted.
“The reason why great work shines is hard to put a finger on. Yet capturing that nebulous, buoyant energy on film is a producer’s greatest achievement. How this energy is protected and accessed will be central to this talk.”
Dictionary recently captured the “nebulous, buoyant energy” of youth for Nike, in its provocative campaign, #Minohodoshiraz. The ad encourages people to push boundaries and go beyond their limits, contrasting sporting achievement with the limiting beliefs that society and schools tend to impose on people.
“We wanted to visually express the salient sentiment of the core idea,” said Grasse.
Like that campaign, Grasse hopes his work with the Young Creative Academy students will encourage them not to be deterred by society’s norms. “Supporting the industry’s young rising stars is an honour, I hope to share Dictionary’s culture of innovation and motivate others to emulate it.”
Find out more about the Spikes Asia’s “speakers who define the creative ecosystem” here.
