Peter Grasse to Redefine Production Value in Provocative Session at ADFEST 2016

ADFEST welcomes Executive Producer Peter Grasse to ADFEST 2016, where he will present a session called: ‘Production Value Redefined’.

“It’s creatively contentious for a production company to talk about the benefits of downgrading production value for social media, but that’s the topic of my session at ADFEST this year,” says Grasse, who hopes to spark an honest and engaging conversation about the challenges of producing quality content for social and digital channels.

“It’s a conversation that our industry needs to have, and is best initiated by the production companies themselves. Popular content on Facebook is often cute, funny, or simply sentimental – rather than big slick productions. Therefore, are production values only effective in cinema and to some extent TV?  Or, does the term 'production value' need to be redefined in our digital age?”  

By way of examples from around the world, Grasse will illustrate, with the help of an international panel spanning the industry, that true production value is, in fact, best defined by the inspired, albeit germane, execution of the idea.

Born in Pennsylvania, Grasse has been based in Australia since 2004 as Executive Producer at Curious Film – a company which for more than a decade has directed and produced some of the world’s most talked-about and awarded commercial campaigns. Ranked in the Top Three Production Companies of the Decade by BestAds, it continues to cultivate the Asia-Pacific region's most inspiring new talent.

Under Grasse’s leadership, in 2013 Curious was awarded Asia-Pacific Production Company of the Year at the Ciclope Craft Awards in Berlin and added Singapore to its production syndicate in both Australia and New Zealand. In 2014, Curious’ feature, The Rocket, was selected as Australia’s entry to the Academy Awards, while the company’s commercial division became Australasia’s most awarded production company for its multiple Cannes Gold Lions wins in Film Craft. Last year, Curious was again awarded Production Company of the Year for Film Craft at Ciclope, and scored another Gold Lion in Branded Entertainment.

This year has seen Curious’ feature, Hunt for the Wilderpeople, premiere on Sundance’s opening night and secure a North American release in over 100 markets. 

‘Production Value Redefined’ will take place at ADFEST 2016 on Wednesday 16th March, 4:45pm.

To purchase Delegate Passes to ADFEST 2016, which runs from 16th – 19th March at the Royal Cliff Hotels Group in Pattaya, Thailand, visit www.ADFEST.com