In 2025, EthCC, Europe’s largest conference dedicated to Ethereum and cryptocurrency, came to Cannes, at the Palais des Festivals. Over 10,000 attendees: developers, founders and investors from around the world, and one of the most active online communities there is.
BOW Creative Studio was brought in for directing and editing, with a brief as simple to state as it was demanding to deliver: one aftermovie a day, delivered the same day, designed for LinkedIn and X.
Same day or nothing
At a tech event, content published three days later no longer exists: the conversation has moved on. The whole value of the setup was in the daily loop:
- Selecting the day’s footage, keynotes, demos, hall atmosphere, side events.
- Editing in the afternoon, fast selects, a rhythm tuned to feeds, subtitles for sound-off viewing.
- Delivery that same evening, the day’s film published while attendees are still on site… and still posting.
Each film fed the next day’s conversation: attendees recognised themselves, shared, commented, and the event kept control of its online narrative instead of merely watching it unfold.
The GTA piece: speaking your community’s language
The moment everyone remembers is an original format made GTA-style: following an attendee, video-game visual codes and all, to reveal the full range of the event’s talks, rooms and possibilities. On paper, a gamble. Online, an obvious move: the crypto community is a geek community that grew up with these references and rewards brands that wield them without aping them. The format was a big hit with attendees, with the EthCC organisers, and with the teams at the Palais des Festivals in Cannes.
The film was talked about far beyond the event’s usual audience. That’s the lesson we take from it: on social media, quality of execution isn’t enough, you have to speak the language of the community you’re addressing. That’s precisely the work of the strategy phase that precedes every one of our shoots.
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