How and why to take advantage of filming to create effective marketing assets? A short talk with Alexandre Bourg and Ninon Benezet, co-founders of French cinema-focussed publicity agency Nice Guys, emphasises the importance of effective marketing planning already before the filming starts, and touches on strategies that allow you to promote your film in an exciting way, make audiences sensitive to its storytelling and capture attention at festivals. (For more in-depth talk including examples from their extensive marketing work, watch their workshop From Filming to Festivals: Creating Marketing Materials During Production to Stand Out in the Crowd.)