“The key is to take care of local projects with an international perspective”, Laura Serra

Laura Serra Estorch is an executive producer for CANADA. Born and raised in Barcelona, she began her career in production in the Somesuch production company in London after finishing her master’s degree in film at Goldsmiths University. From here, she quickly made a name for herself in the industry, working for clients such as Volkswagen, Coca-Cola and Nike, and being in charge of music videos such as 'TKN', by Rosalía & Travis Scott. 

Recently, we have seen her taking part in REACT 2023, specifically, sharing a table with Alfons Flores, Enric Cabestany and Jordi Herreruela in the session 'Barcelona, the scene of creative industries'. We spoke with her to find out how she got here and what state the sector is in. 

You are the executive producer for CANADA. How did you get here? 

At CANADA we are a team of executive producers. All the projects we receive are divided up among us. This year, I will have worked for the company for 10 years. I began as a Producer and the years of experience and the work done have led me to make the leap into executive production. 

Of the whole spectrum of production, which part do you like best? And which do you find most difficult? 

I most enjoy the time spent designing productions with the director who leads the creative part of the piece, to win the pitch: Strategically thinking how to fit all the creative parts within the budget and time that the client gives us to complete the project. It is a complicated job, but when done well it is almost impossible to lose the contest. 

For many years, what I found most difficult was not getting frustrated by some clients’ disproportionate demands, working incredibly long days and feeling you were missing out on other important things in life. Setting yourself limits and not succumbing to the stress and anxiety. Over time I have learnt to manage what I demand from myself, to set priorities. Although it may sound contradictory, I have realised that this way I do a much better job, my teams also work better and that ends up being seen in the results. 

You have worked for clients such as Volkswagen, Coca-Cola, Nike and Uber, and have been in charge of music videos such as 'TKN', by Rosalía & Travis Scott (Latin Grammy for Best Music Video, D&AD Pencil for Best Direction). What does this mean to you? 

Big brand names and band names look great on a CV, but at the moment of truth the important thing is that the idea for the work we are producing is good, it is relevant for the audience who will see it and it has a powerful message we can be proud of. If these good ideas go together with a good brand or artist, there will always be more chances of it going further and reaching more people, but I have worked for less well-known brands and artists with the same dedication and motivation as for Dua Lipa or Nike. 

Did you ever imagine you would get this far? 

I like to think I have come far when I am living on two streets on which I was born. I don’t think I have ever stopped to think about how far I could go, it is an idea that has always made me a bit dizzy because it can be associated with a lot of frustrations. Life takes you where it wants and, for me, the most important thing is to get home every day thinking I have done my job well, that I have made the people I work with feel good so they want to return the next day. For me, going far does not just mean working for big, successful brands or projects, rather it is feeling the warmth of the team around you, that helps you get through every workday, and understanding that whenever that warmth and that strength can be felt it will mean we are doing things well. I am lucky to work in a company in which I have many friends, we are practically a family that has spent many years sharing a lot of time together, a lot of happy moments and also a lot of difficult ones. 

You have received several awards for both joint works by the company and personally. Which has meant the most to you? Where is your limit? 

One I was very excited about was when they gave us the award for best production company at the UKMVA in 2021. London is where I began my career and all the production companies I dreamt of working with one day, when I was still studying, are at the UKMVA. Receiving that award after so many years of hard work and a lot of effort, among all those people I so admired and admire, it was very emotional. The Latin Grammy I have in my dining room at home that we won thanks to the TKN video (Rosalía & Travis Scott) is also difficult to ignore. Most days it goes completely unnoticed, but every now and then it is good to look at it to appreciate and validate all the effort we put in that work. It is funny to think how hard it is to appreciate all the work we have done in the past, to cherish it and value ourselves. The limit will be the day I no longer enjoy it. Until then, anything is possible. 

You took part in REACT at a roundtable on the creative industries. What did you talk about? 

We talked about the impact on the city of Barcelona on creative initiatives on a global scale, about the influence of the city on the talent emerging from its schools and universities, about the need to value and develop that talent as much as possible so that no one feels the need to leave the country, rather that they are excited to stay and start their professional careers here. 

And what conclusions did you reach? 

In general, we concluded that we should value creative industry more, often it is relegated to small amounts of attention and financing. In Barcelona and Catalonia, in general, we are missing a little pride when communicating, explaining and showing off the things we do here. We have a tendency to scorn our own achievements, to not really believe it. It is very important to do things properly, but it is also important to make them known. 

We are a very creative society historically, with names of significant international impact: Antoni Gaudí, Rosalía and Ferran Adrià, for example. 

How do you currently see the creative industries in Barcelona, based on your experience? 

In Barcelona there is a lot of talent, established and emerging. My work requires us to feed from many different creative specialities in each project: photography, styling, artistic direction, editing, sound design, etc. We do not need to go far to create our teams with first-rate professionals who respond with great results in both national and international projects. 

What should be done to promote it? 

Above all, position it in people’s minds as a sector that can provide the same economic profitability as many others. In particular, since the uncontrolled proliferation of social media, the consumption of creative content has stopped being something trivial; today it is central to and the driving force behind an enormous sector of society. I believe more investment, more education and more events are needed. Specialist and practical courses. Nurture companies that want to grow here, nurture professionals who live and work here, position the city to entice companies in the sector as well as international talent. 

How do you see international talent? 

In a profession like ours, in which we constantly travel to any corner of the world to film some images, it is also marvellous to be able to meet and work with professionals from very different cities and countries. 

There are cities and countries worldwide in which the creative industries are the main one of the State, such as California in the USA, and so the volume of talent is immense and there are endless possibilities. 

It is marvellous to be able to access that talent with the ease of mobility and communication we have today. 

And Catalan? Do you think local talent has options to project themselves internationally? What has your experience been in that sense? 

The key is to take care of local projects with an international perspective to cross borders and go as far as we can. Creating powerful messages that can appeal to a spectator in Vilafranca del Penedès and in Kyoto. 

What would you recommend to someone who is a starting out in the sector? 

To fight for their ideas. If they are good, the world needs them. To follow their instinct, this job is too demanding to fully feel it. And most important, to always treat people well, whether they are above or below you.