Interview with Claudia Cattai - Ceremonies Unit Director

Claudia Cattai - Ceremonies Unit Director at #BalichWonderStudio - has a long-time passion and extensive experience in the organization of major events. Indeed, she has been working for Balich Wonder Studio since its foundation and has played a crucial role in many of the ceremonies organised by BWS, which currently holds the world record for most Olympic and Paralympic Ceremonies ever organized.

 Claudia, what does an Olympic Ceremony represent?

 "Hosting the Games is the culmination of a long-term strategy for each country; everything begins many years before the event itself, with the country’s decision to bid to host the Games, to become part of  history and a global focal point during the Games themselves. It requires a highly integrated plan to prepare the country to be ready to welcome thousands of athletes and tourists onsite, and, most importantly, to do itself proud while under the spotlight.

 As the producers of global ceremonies, we have the honour and the incredible responsibility to support each country as the world's attention turns to them. This is a unique moment in the history of each nation; it is the moment when a host nation opens to the world and has its chance to proclaim its identity, values, and vision on a global scale. It goes without saying it's an occasion to be made the most of. This is when a powerful message is sent worldwide through an emotional narration that uses no words, and that should be understood by every culture. 

 Of course, this happens live and is broadcast around the world. This demands an absolutely flawless delivery, and a plan that is ready to handle every possible unforeseen situation.

 We work hard, partnering with our clients to get to this moment fully ready to show the world the best of the host nation. We take full responsibility for the process and want to ensure everyone enjoys the journey."

 Where does your creative work come from?

"When we receive the National Committee brief, it is never merely about being creative; it is about the DNA of the nation, the identity of its people, the culture, the territory, and the traditions bequeathed by previous generations. It is about the vision for the future of the host nation, it's a message for the world but also a message for the national audience.

 It is a powerful and, most importantly, a very precious message we are given the task of communicating, and our job is to find the perfect way to turn it into a live show. 

 When working on the creative concept, our team spends a lot of time in the host nation to get to know its values, feel the vibe, and be inspired by its wonders. We research every aspect deeply, and we meet and welcome the best local talents to our team. It is never work coming from a single intuition, it's teamwork. It's a perfect mix of excellence from the host nation and world-leading experience. 

 The Balich Wonder Studio's approach, the language used during the ceremony, lies in beauty, art, history, and traditional knowledge: profoundly understanding the host’s culture and mixing several creative languages is the only way to create a universal language capable of reaching everyone. This is what we call the Art of Wonder." 

So, ceremonies are more than just shows watched by billions of people?

"Great spectacles connect people by displaying shared values, changing media perceptions, and supporting the construction of a national identity and an international sense of belonging. Ceremonies contribute significantly to the creation of the branding of a nation worldwide and are also an excellent booster for the sense of national pride. 

 Regarding the above, the projects for the FIFA World Cup Qatar 2022 are a striking example of how to best represent a nation with stylish and bold communication and narrative as a response to media controversies. Another great example I would like to share here is the feedback that appeared in a Peruvian newspaper after the 2019 Pan American Ceremonies: the article clearly describes how – according to research - the sense of national pride of Peruvians increased significantly after the ceremonies." 

 Can you tell us something about the magic behind a Ceremony? 

"This year, it will be 20 years since I started working with Marco (ed: Balich, Chairman and Founder of Balich Wonder Studio with Simone Merico and Gianmaria Serra). Marco has been teaching us all that "the magic behind a powerful show lies in simplicity. The message should be understood even by kids. When this happens, it means that you got the right angle, and everyone, from the most sophisticated academics to the world’s uneducated, will find a sparkle of inspiration in the show". 

Back in 2016, I was at home taking care of my second child – a newborn- together with my first son, aged 4, looking at the Rio Olympic Opening Ceremony. It felt awkward somehow not to be there in person. At some point, during the athlete's parade, Edoardo, my first son, looked at me and told me the story in the Ceremony. I will never forget the sparkle in his eyes. 

This is a memory I will cherish forever. This was Marco's lesson, becoming a reality in front of my eyes. 

 It is such a privilege to have the chance to ignite people's imagination and inspiration worldwide. The power of inspiration goes beyond our perception. It's like spreading seeds of dreams around the globe and trusting the process for them to grow and change the world for good." 

Next stop: Chile Pan and Para Pan American Games and …? 

"We can't wait for the Santiago Games to happen! Our team has been working hard on the ceremonies for a few months with LOTUS, our associate partner for this production. Then there are a few other projects waiting for us! Of course, we can't disclose the details right now, but… ceremonies are not just about the Olympics, Paralympics and other sports events… ceremonies are – for us- everything, including iconic, one-off events in the world... stay tuned." 

One last thing: Can you name the key ingredient to produce successful ceremonies? 

"There is no doubt about it: THE TEAM! Ceremonies are very dynamic projects. They evolve every day until the very last minute, turning every day into the key day. Although we have a very complex organisation to make sure everything is taken care of and proceeds as scheduled, every team member deals with unforeseen and critical decisions every day. Only a very close-knit team of star players can do that in the most flawless way, putting experience and all the best energies at the service of magic. 

I feel so proud and lucky to be part of this team."