La Maison Cointreau is delighted to accompany Laetitia Casta, Creative Director for the Cointreau brand, for the closing of La Semaine de la Critique at the prestigious Cannes Film Festival on 19 May 2016.
The partnership between Cointreau and Laetitia Casta began in 2015, when she took on the mantle of International Creative Director. Cointreau provided her with its support just a few months later, becoming a patron for her first big screen production: En Moi (In Me), a short film that Thierry Frémaux and Charles Tesson chose to honour for the closing of La Semaine de la Critique.
During their very first meeting, Cointreau asked Laetitia Casta what her dreams might be. One of them was to produce her first film – to explore her creativity, to dare and to achieve something in another field: directing.
“Laetitia Casta is a passionate, determined and daring woman. Her talent has no limits and her creativity knows no bounds. Her authenticity is rare and extremely precious. Before we even knew what she was going to produce, we wanted to support Laetitia. It is a real honour for la Maison Cointreau, and we are delighted, touched and proud to help Laetitia in her personal artistic endeavours and to join her at La Semaine de la Critique, an event that La Maison Cointreau has supported several times few years ago. This fantastic achievement adds a bit of magic to our shared history. It’s wonderful.”
As Cointreau’s Creative Director, Laetitia Casta wanted to perpetuate the story of Cointreau, the aims Louisa had set for herself, the commitment and curating of artists… Laetitia Casta also intended to pass down what she herself had received, and worked with Cointreau’s teams to create a charity programme, Cointreau Creative Crew, whose aim is to invite women to explore their creativity in order to achieve fulfilment. Cointreau Creative Crew – international by nature – was launched in October 2015 in London, then a few months ago in Africa, and the next stage will be the USA. As concrete action continues to be taken around the world, a whole host of personalities have become involved, providing inspiration and proving that dreams can come true.
Photo credits : BERTRAND LANGLOIS / AFP