The Harvest by Morillas
ESP

TELLING STORIES

The essential role of new narratives in the modern luxury landscape

Ana Laura Solis

Story: We Produce CEO/Founder

Founder and CEO of the Barcelona-based production company Story: We Produce, Ana Laura Solis is a veteran of the media industry and this year she will be attending her 20th Cannes Lions Awards, as a member of the Jury. She speaks to The Harvest about her conception of luxury and working with industry giants.

What do you think about when you hear the word luxury?

I personally use it more in the context of uniqueness and freedom. For example, the reason why I live in Barcelona as opposed to Mexico City, where I’m from, is that I feel it is a luxury for me to NOT own a car here. I feel it is a luxury to be able to walk on the streets at night wearing a mini-skirt. A holiday on a beach with no other people… that’s luxury.

The concept of luxury is heavily dependent on the culture of the person who defines it. In your life and travels, do you encounter differences in meaning?

Oh yeah! What luxury might mean to some, might mean hell for me. I could give you examples but it would take too long!

“What luxury might mean to some, might mean hell for me.”

Crime – Gabriela Richardson. Directed by Alexis Gómez. Produced by Story: Spain

Working with international luxury brands must be both a creative challenge and a delicate battle. Are there any particular considerations or quirks that are specific to collaborations with luxury giants?

Sadly, we are at the bottom of the food chain and many times the budget is insufficient. We get calls and offers, but often there is little money left to do justice to the brief. This seems rather like a contradictory, doesn’t it? A fashion film with no budget? But because the brands are so popular and prestigious, many people will always agree to work for them for free.

“Because the brands are so popular and prestigious, many people will always agree to work for them for free.”

Consumers are a lot more aware of the backstory and policies of brands these days. Can you see any effects of this emerging transparency?

Marketing is, and always has been, paramount for brands. They want us to know what we know. But now that people can find out more for themselves, they have to make extra sure that they have principles and that there is some substance behind any claims they make.

Coppel – Back to School 2017. Directed by Matthew Donaldson. Produced by Story: Portugal

What do you think of the idea that luxury is becoming more accessible – that there is a democratisation of luxury?

I’m not exactly sure I would word it this way. It is true that expensive items or goods have become more accessible to many, yes. We are certainly living in an era of mass consumerism. But luxury for many, I’m not so sure… the word ‘mass’ takes away the idea of luxury for me.

“We are certainly living in an era of mass consumerism. But luxury for many… the word ‘mass’ takes away the idea of luxury for me.”

What is your own personal favourite luxury?

Luxury item? Diamonds. Luxury experience? Walking on an empty beach in the warm sunset light, touching the water (32 degrees) with my feet.

Crime – Gabriela Richardson. Directed by Alexis Gómez. Produced by Story: Spain

Header picture: Internationally – Bad Gyal. Directed by Bàrbara Farré. Produced by Story: 

All stills courtesy of Story: We Produce