Interview with Matías Dumont from Antiestático: “it is not easy, but clear objectives and having the best talent is what paves the way”

At Antiestático they don’t settle for the ordinary, they go for the extraordinary, because they are much more than an audiovisual production company, they are a team of filmmakers and storytellers who are constantly exploring to connect brands with audiences in different parts of the world: Madrid, Barcelona, Lisbon, Bogota, Buenos Aires and Mexico City. Their flexible and curious spirit permeates everything they do, and always leads them to accept new challenges.

Their DNA is formed by all kinds of audiovisual projections with talented producers, directors, artists and photographers, from advertising, music videos, animation content, service, fashion, food and tabletop, postproduction, etc; and even has VENI (SmartCost audiovisual production), offering quality videos at affordable prices. It is clear that Antiestático is a genius production company in the visual arts with great professionals that make possible a “de puta madre” job.

And as if all this were not enough, Matias Dumont, founder and CEO of Antiestático, will participate in this year’s C-Day 2024 in San Sebastian with an interview with Paco León. Today, we talk to him to discover a world where the impossible becomes reality.

How have you managed to expand Antiestático to so many places around the world and maintain constant work in all of them?

It is not easy, but clear objectives and having the best talent is what paves the way.

Then there are many more factors, especially structural factors of each market, which is already alien but whether you like it or not you have to master; such as fiscal, legal, labor, cultural aspects, work methodologies, knowledge of the industry, its players, companies, work teams, processes and so on.

But before any journey, there is nothing better than being surrounded by the best professionals and people, building the best team and having a clear direction and destination.

In relation to the previous question, what advice would you give to those who are considering undertaking in the audiovisual industry their own way today?

Lots and lots of desire, patience and persistence. It is not easy. Our industry is a roller coaster. And being an entrepreneur you almost never rest. You have to have the stomach, you must not be afraid of risk and you have to love it. If it’s not something you are passionate about, it’s better not to do it. If there is passion, if there is love, everything is easier and more enjoyable.

Working with different formats, how do you deal with the different production challenges that each project presents?

Each project is a new challenge. For us, the first and fundamental thing is to be very clear about WHAT we are looking for. What are the objectives of the project. What are you looking for and what are you looking for with it. And that agency, client, production company, and then all their teams are aligned with those objectives. “He who does not know where he is going, no wind is favorable to him” said Confucius and many times in the process of a project the objective / destination is lost, therefore the course, and in the end you end up anywhere.

The next step is to identify the main key elements of the project. In some projects it can be casting, art, styling, photography, locations, production management, how to plan to shoot everything in one or a few days, etc. Of course EVERYTHING is important and needs to be taken care of, but there are usually 3 key elements that are fundamental to the success of the project that can’t go wrong. The next step is to define how we are going to achieve it, who can and knows how to achieve it, with which department managers, which people in the team, which elements, which tools, which suppliers, etc. And again, if you have and can pay the best people, everything is much better and easier.

At Antiestático, how do you encourage flexibility and curiosity within the company and how do you think it contributes to the success of the projects?

By keeping our heads wide open to everything; both new tools and ways of doing things, as well as people, constantly meeting potential collaborators and partners who want to do great things like us.

And making, testing and shooting, from short films, series pilots, feature films, to video clips. Now we are shooting a very crazy street film in Morocco, directed by some young, talented and super curious directors like El Cielo, for a different emerging artist like Nusar3000, that nobody knows at the moment, but Rosalía has just shared our video.

In short: super open, collaborating and experimenting by doing, learning at every step.

Following the interview with Paco León from APCP we want to know, how do you think the diverse and authentic representation in Paco León’s works and his experience as an actor, director and screenwriter can influence the way brands approach diversity in their commercials?

I have no doubt that Paco’s open-mindedness; of experimentation, as well as roles and functions with so much top experience and learning within different areas, opens up creativity, narratives and how to carry them out.

The more you do, the more you learn. And Paco is constantly doing in so many different areas and styles, and in the long run that only adds to it.

What is the long-term vision for Antiestático, and are there any particular goals or projects you are looking forward to in the future?

We are getting deeper into Fashion, setting up a Fashion creative department to work more strongly in this sector.

And setting up a stronger Content Department. Both for our own content, which we are now in development and pre-production of a couple of feature films and series, as well as content for brands.

Among many other things, stay tuned 😉

What are the emerging trends in the audiovisual industry that you consider profitable and important for the future of Antiestático?

For better or worse, time will tell, Artificial Intelligence.

Like it or not, it is something that is increasingly developed, more powerful, with better results, which can be a very good tool, a strong threat or like many things many times both, but we are looking to take advantage of it and master it so that, like the bogeyman, it does not eat us.

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