NYF’s Grand Jury Perspective offers an intimate glimpse into the thought process and creative insights of the award-winning industry superstars who serve on the Grand Jury. This week, New York Festivals TV & Film Grand Jury Perspective interviewed Grand Jury member, Emerson de Morais, Executive Producer for Sentimental Filme Brazil. Emerson is responsible for building Sentimental Filme’s TV department, shaping the company products pipeline as executive and creative producer.
In 2017, Emerson was honored with the Gold World Medal in New York Festivals TV & Film Awards competition for the five episode documentary series he executive produced, “Eu Me Movo.” For 2018, he is working as both an executive and creative producer on “Lendas Urbanas,” a thriller TV series for Record TV, the second most important broadcaster in the Brazilian market.
In the interview, below Emerson shares his thoughts on what makes great content, the tools he uses to keep his audience engaged, and the importance of a social experience around a program and much more.
New York Festivals: Talk about what qualities makes great content?
Emerson de Morais: In my opinion, the greatest content has a powerful storytelling with an elevated production value. When we put these two things together we have this kind of product with the power to connect with an audience. Every time the content is in the service of an audience, we will be talking about a great content.
New York Festivals: What was your mantra for career success? Was your path to success linear or a winding road…how so?
Emerson de Morais: What is the great story can you tell? How this story can change the people’s lives? I’m trying answer these two questions all the time in my career, I believe if I place these two questions as my goal and if at the same time I try answer that with my content, probably my career will be ok.
New York Festivals: What are some of the tools you use to keep your audience engaged?
Emerson de Morais: I think my responsibility as an executive producer is to respect the audience. More than just as an audience, it is necessary to think about them as fans. They support our productions and they need to be respected. They know what kind of content they want to consume when they turn on the television, they may not even know the tools used in a drama script, but they know whether it is a drama or is not. So, the best tool to keep an audience is listen the show’s audience.
New York Festivals: Share your thoughts on freedom of the press?
Emerson de Morais: I think that freedom of the press is one of the pillars of the democracy and I don’t believe in a healthy society without freedom of the press.
New York Festivals: How important is building a social experience around a program?
Emerson de Morais: In my opinion, listening to the audience always was the most important part of our business. In the past, the greatest creators and producers knows how to feel the audience’s mood, it was hard work, because in the past they didn’t have tools to do this and it is more part of a personal gift. Nowadays we have a lot of powerful social channels to build a dialogue with the audience, we can put a show on air and at the same time we know what the audience will think about it in with second screen tools, such as twitter, Facebook, and others. In this way, we can know what the audience thinks about our work, and we can make corrections to respect their opinion.
New York Festivals: What projects are on the horizon for you?
Emerson de Morais: We are working on a horror TV series for Record TV, the second most important broadcaster in Brazil. It is not my first fictional series, but it is the first of it’s kind for Sentimental as a production company which makes this a more special product for us. This series will be on the air in 2018.
We are developing products for pay-tv channels at the Brazilian market.
New York Festivals: If you could select any iconic creative to collaborate with on a project who would it be and why?
Emerson de Morais: Shonda Rhimes. If this kind of thing was possible, it would be awesome and a big pleasure to me, to know how a hit-maker like Shonda approaches her creative process.
For more information on the 2018 New York Festivals TV & Film Awards, please visit: