Stephane Xiber­ras of BETC: Un­mask­ing Cre­ativ­ity

ArabAd - - CONTENTS - BY: TAREK CHEMALY

De­cem­ber 2016

Some char­ac­ters are more in­ter­est­ing to in­ter­view than oth­ers. Some eas­ier, and some more af­fa­ble and gen­uine.

oth­er­wise known as Pres­i­dent and Chief Cre­ative Of­fi­cer of Paris-based BETC, who gave us ‘The Bear’, the Canal+ film ranked as high­est awarded ever by the Gunn Re­port, has so much, go­ing on for him.

At 52, Xiber­ras sits com­fort­ably at the helm of a ma­jor ad­ver­tis­ing pow­er­house, which is go­ing dig­i­tal in ori­en­ta­tion.

The talk starts off with me ad­mit­ting that the gold-win­ning en­try of BETC at Epica (they scored golds) en­ti­tled ‘Dads’ for Canal+ was among my top favourites for the year. The film de­picts fa­thers record­ing via phone or tablet ma­jor events in their chil­dren's lives - con­certs, mar­riages, birthdays, bas­ket­ball games. Ex­cept that in the last scene, we dis­cover they were watch­ing live foot­ball in­stead and only fak­ing in­ter­est in their chil­dren's mile­stones. Nat­u­rally, as a copy­writer first, just like Xiber­ras, I was in­trigued as to how such a film gets to be pro­duced.

I feel I am still a gamin; I still play video games; it is al­ways fun to work with me.

Stephane Xiber­ras,

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