We need to talk: Creatives Nadine Kriegelstein and Julia Lewandowski from the Austrian film production Das R& on why the world needs less beautiful images and more sustainable action. Our Pitch for the Panels at SXSW 2023.
2. T
H
E
G
R
E
E
N
E
X
T
R
A
M
I
L
E
No, we are not Greta Thunberg, and this is not
another »The world is dying in front of our
eyes« talk. Instead, we want to discuss our
role as a creative film production that often
produces greenwashing image films. And why
that made us change our way of producing.
We will dive into our holistic approach of the
green strategy behind our company. And we
will hopefully inspire others to follow our
path, take on responsibility and even make
more profit through sustainability.
In this proposal for our panel talk at SXSW we
want to focus on the topic »green
production in the film industry«. There is a
lot to talk about, a lot to learn, and a lot of
overwhelming facts that will make your brain
smoke. Join us on our journey to finally make
a difference, because we are sure that we all
can only benefit from it.
It’s 2022 and breaking down a system that
seemed to work for so many decades is not
easy. But finally, we have reached a point
where at least it is not a question anymore if
climate change is »real«.
Let’s get to work!
intro
Proposal for SXSW 2023
by Nadine Kriegelstein
& Julia Lewandowski
the green
extra mile
3. T
H
E
G
R
E
E
N
E
X
T
R
A
M
I
L
E
our talk
We are enablers of a rotten system. Making money by creating beautiful images with a fake
message and promises to our environment, which are never kept. As long as our clients are
happy… Should that really be our only goal?
Nope, we don’t think so. And that’s why we’ve made some changes.
We could have probably done these earlier, but the thing with epiphanies is, that they don’t
come on demand, but mostly as consequences of long and weary personal processes. But
since we’ve had our revelation, we won’t ever go back to producing like we did before.
Didn’t we all laugh about Netflix’ hit movie »Don’t look up« and the ridiculousness of the
scenario of a comet in close sight which people just don’t want to see - the truth is, the joke
is on us. The climate catastrophe is happening, and we are not really doing anything against
it. But as people in the movie and TV industry we have powerful tools to do so. We just
need to use them. And yes, Leonardo DiCaprio is doing his fare share of things, but he won’t
be able to save us on his own. (And maybe he could also cut down his jetsetting lifestyle a
bit, but that’s a different topic).
This talk is about »Green Producing« but we should cut the »Green« and just call it
»Producing« because this way is the only way that is acceptable these times. It’s not something
exceptional, or heroic, it actually should become something very ordinary. The new normal
has to be green. Anything else will lead to our doom. And no, we’re not dramatizing. But talking
about Drama – everything starts with a compelling story. Storytellers, this one is for you.
For example: Researchers at the University of Southern California analyzed 37.453 scripts from
2016 through 2020 looking for climate keywords like »climate crisis« or »deforestation«. Their
foundings showed that only 2.8% or 1.046 scripts, contained any mention of these keywords. By
contrast, the word »dog« was mentioned 13 times more than all 36 climate words combined,
researchers said. As we know – language generates awareness. And movies generate realities.
We have a responsibility, dear writers, why don’t we use it for once?
the problem is quite complex
03
02
So yes, everybody can do their
part. And this is what we can do
in our field of expertise:
Sustainable is the new normal.
4. T
H
E
G
R
E
E
N
E
X
T
R
A
M
I
L
E
Not only activists like Luisa Neubauer from »Fridays for future« are calling out the
industry to be more responsible in their behavior.
There are some celebrities who use their fame for ecological topics: Not only
Leonardo DiCaprio, but also f.e. Jane Fonda, Shailene Woodley or Robert Redford
are actors who try to lead the fight against the climate crisis. Still the filmmaking
industry is not known for its overall environmental friendliness.
And also most of the prominent environmental activists/actors still indulge in air
and yacht travel and other luxuries of the jet set that are the source of problematic
carbon emissions. The transportation sector accounted for 27% of U.S.
greenhouse gas emissions as of 2020, according to the Environmental Protection
Agency, the largest share by economic sector, followed by electricity production
(25%), industry (24%), commercial businesses and residential homes (13%) and
agriculture (11%).
The motion picture industry has come a long way from the old black and white silent
films to the box office blockbusters we watch today.
Media outlets reported that the production of Mad Max: Fury Road left tire tracks on an
untouched, fragile landscape in Namibia. Film sets have been critized for the amount of
waste they generate and leave behind. Pirates of the Caribbean: Dead Men Tell No Tales
was accused of spilling chemical waste into a creek in Australia.
In that process movie
productions also started
having greater effects on
the environment. Of course,
the impact varies for each
film production, but there
are a few root issues that
contribute to environmental
degradation.
05
04
Source: https://www.europarl.europa.eu
H
O
N
E
Y,
W
E
N
E
E
D
TO
TA
L
K
G
I
R
L
S
I
N
F
I
L
M
Also why not raise awareness
for a different lifestyle
and send the protagonists on
a roadtrip per train or
show solar panels on the
roof, on which the action is
happening?
5. T
H
E
G
R
E
E
N
E
X
T
R
A
M
I
L
E
07
06
The Albert »Screen New Deal Report« shows that transport has the largest impact in terms of
carbon emissions, accounting for just over 50% of total emissions for tentpole productions.
Of this, 70% is associated with land transport, and 30% with air travel. Behind these figures is
a tendency for those who work in the industry to prioritise preparedness for unpredictable
circumstances in the tight schedules that are typical for film production.
These numbers are just symbolic in a way of working that is full of well-prepared and
aesthetically pleasing but ecologically irresponsible and often hollow actions. We have to
stop that now. Our world needs less of all that to recover.
Within the industry, the perception of sustainability focuses on issues that seem within reach
and resonate with public interest. For example, a lot of effort is put in to curbing plastic water
bottle use. Yet there is little awareness of the overall impact of the industry and what the key
contributing factors are.
According to a data analysis by Albert, a UK
organization focused on sustainable
filmmaking, a film with a budget of 70
million or more generates, on average, 2840
tons of carbon dioxide equivalent. A little
over half that carbon is generated by travel
alone.
An average day filming equates to more
than one person’s annual carbon footprint.
An average hour filming equates to the
carbon footprint of a return flight from
London to New York.
The Albert Study also reports, that for its
size, the film production industry produces
significant emissions. They refer to a 2006
study from UCLA which shows that relative
to its economic activity in Los Angeles, film
productions makes a larger contribution to
greenhouse gas emissions than the
manufacturing, clothing or hotel industries.
Since 2006 a lot has changed and the
carbon dioxide-contributions of clothing
production for example have skyrocketed –
but nonetheless - the lack of availability of
more recent comparative studies also
indicates how little attention this issue
receives across the industry and society in
general.
The Earth is
a fine place
worth fighting for.
Ernest Hemingway
This is why we as a company have taken serious measures of change. Our green journey
has started a little over a year ago and in cooperation with a consulting firm we have taken a
very close look at our own business model. They showed us how the perception of us as a
company differs from our factual doings and also how we can change that to reduce our
carbon-dioxide footprint. F.e. we are working on transforming our fleet to be as green and
electronic as possible, with our catering we offer strictly vegetarian food options, and
we only use sustainable energy options in our office . Step by step we are implementing
these measures to become more and more sustainable as a company and one day (not so
far in the future) become even carbon neutral.
6. T
H
E
G
R
E
E
N
E
X
T
R
A
M
I
L
E
09
This brings us to our case study:
A project that we at Das R&
produced as our own original.
With this we want to point out the
problems with our industry on the
one hand but also give practical
examples, motivation, and hope.
We want to show that every
p ro du ct io n c o mp a ny c a n d o
something about the current
situation.
Our climate is changing -
why aren’t we?
We have lost touch with nature. Even
worse, we also literally destroy it.
The essence of our existence is in danger:
Earth, fire, water, and air - in all their
pristine condition - are affected by
factory farming, waste incineration, plastic
seas, and exhaust gases.
For our own campaign film, we raised the
bar high. Not only should the message be
a proof of our commitment to change but
the whole production needed to be as
green as possible. What this meant:
– Only second-hand styling for our cast
– Vegetarian catering
– Carpools for the crew
– Ressource-efficient set construction
– No AC on set
The film was born out of the idea, that we
need a more holistic approach to our
business models. We cannot limit
ourselves to producing beautiful images in
which we talk about saving the world, if
we don’t take action.
With the help of this independently
financed film we also want to inspire other
businesses and brands to rethink their
behaviour and take responsibility as
earthlings but also entrepreneurs.
Some quotes from the
Executive Producer Lisa Scheid:
»For Das R& the green transformation has
begun quite some time ago. It was a
personal matter to me to change my own
way of working, improve my business
m o d e l a n d m a k e m y e m p l o y e e s
understand the reasons for that. In
investing in our first campaign spot, I
intended to reach a broader audience not
only by our high-level filmmaking but also
the meaning behind it. The world needs
less is only the first step in many and the
cinematic evidence that we really mean,
what we are saying.«
Das R& Case Study:
The World Needs Less
#weneedtogiveafuck
7. T
H
E
G
R
E
E
N
E
X
T
R
A
M
I
L
E
“Thanks to our Social Media
channels we have the chance
these days to reach a lot of
people around the world with
our work. That’s why we believe
in our own „Originals“ to get
our values out there. With „The
World Needs Less“ we wanted to
m a k e a s t a t e m e n t a n d
furthermore a commitment as
public as possible. Of course,
our green transformation will
take time but step by step we
will get there and while doing
so we will be completely
transparent about our process."
Head of Creative Strategy
Nadine Kriegelstein:
I wanted to help promote a general
sense of urgency around climate change
and our flawed consumerism. It's a
gloomy view of some of our current
global problems - but frankly, not too
far off. This is why we wanted to create
sceneries that weren't rendered in post-
production, but instead realized in-
c a m e r a w it h a n a l o g e f f e c t s t o
underscore the utter reality of our
critical commentaries.
Direcor Axel Stasny
8. T
H
E
G
R
E
E
N
E
X
T
R
A
M
I
L
E
who we are
We believe that climate change and social ethics are topics that need to be taken seriously. At
least we take them seriously. We know that it is our responsibility to act with future
generations on our minds. Our values determine our focus on green and sustainable producing
and creating and distinguish us from other companies. We follow our own strict
sustainable standards on set, as well as in our office and our bar. This behavior got
us rewarded with the Austrian Ecolabel as the first national commercial film production and
shows us that the path we chose is the right one. Nonetheless we constantly reflect to
improve.
13
12
Das R& is a creative production
house that creates film for all
formats: Online platforms,
television, and cinema. It's a place
where people meet to experience
film in each and every moment.
Always with an open mind to try
new things without being afraid of
change. And where sustainability
is not an option but a must.
9. T
H
E
G
R
E
E
N
E
X
T
R
A
M
I
L
E
Short Introduction of the
- Started working at the age of 17 at Austria’s national broadcaster
- Volunteered in Ghana
- Studied Digital Editing at the NYFA and finished her master’s degree in Digital
Media Management at the creative business school Hyper Island UK.
- Published her thesis THE SECRET OF A HAPPILY EVER AFTER – IN BUSINESS
where she interviewed various CEOs in three different countries.
- Worked on Peter Fonda’s film set for the movie HARODIM while starting her
career as a creative producer.
- Wrote the concept for the intro film for Arianna Huffington’s keynote speech
at Austria’s biggest future talk
- Has won a CCA Venus Award for directing the last tv commercial for the
world-famous charity event LIFE BALL in 2019 and a Telly Award for the
campaign film THE ALLIANCE: #SHEROES.
Julia Lewandowski
- Worked as a journalist for different Austrian magazines & newspapers
- Interned at the European Parliament in Brussels
- Studied communication science in Vienna
- Former deputy editor-in-chief for Austrias biggest weekly female magazine
MADONNA
- Co-created an event series of national Influencer Awards
- Wrote the biography of Cap Verdian Actress and Singer Ana Milva Gomes “Look at
me”
Senior Creative & Development at Das R&
the speakers
15
14
Nadine Kriegelstein
Head of Creative Strategy at Das R&
