Then there was the question of how to alchemize footage sent to Amsterdam from all over the world into a series of videos with a similar look and feel – a consistency in terms of visuals, rhythm, storyline and so on. Here, too, Makmende Media could rely on more than a decade of doing precisely that. “This consistency doesn’t start in the editing room, although it does end there”, says Trivanovic. “It starts with doing solid research, briefing our crews thoroughly and tracking their progress throughout the filming process.”
The CWI project really broadened her horizon, Trivanovic says. “It was fantastic to be in contact with people in 24 countries simultaneously. You start following each other on Instagram and Facebook, integrating into each other’s networks and forming new ones. And watching the final videos, I saw 24 women shine who really, really deserve that. ‘Unbelievable’, I remember thinking to myself. ‘There are SO many special, smart and talented women in the world! Yes, this has been a real wow project.”
To generate maximum impact, the videos will be shared through CWI’s communications channels, like their social media and their website, but also through the broader Cartier ecosystem. De Mijolla: “We also add them to a media kit which we’ll send to our fellows and their extended communities, so that they can spread the word as well.”
Cartier’s Gabrielle de Mijolla: “Makmende has really set the bar very high with this production. They have deep technical expertise, a good understanding of our DNA and friendly, responsive staff. They also have a capacity to take on large volumes of work and still deliver excellent quality. So may I take a moment here to give a big shout out to Maja and her team? Thank you, Maja the master planner and organizer! You executed brilliantly under very challenging circumstances, and for that I am grateful!”