Towards a climate-neutral audiovisual sector

In December 2020, the European Commission adopted a Media and Audiovisual Action Plan, which aims to support the recovery and transformation of the media and audiovisual sectors. The Action Plan proposes 10 initiatives, including Action 6 ‘Towards a climate-neutral audiovisual sector’.

While measurement of carbon emissions and labels for green production are at the heart of the many private and public initiatives already taken to reduce emissions across Europe, the lack of coordination is a limitating factor, as soon as cooperation across borders is involved.

Building on the mobilisation of the industry itself, the Commission has been facilitating discussions over the last months, via a technical working group tasked with the development of a common methodology for the measurement of CO2 emissions in the audiovisual sector. Interestingly, harmonisation is not the rationale of this common endeavour, which does rather come from the tremendous perspective to boost co-productions, to learn from the best practices in use and to update dynamically methodologies.

The group, which gathers experts from the different existing calculators available in the EU, aims to agree on a simplified methodology of CO2 emissions. This focuses on a limited number of parameters, using the same data sources to ensure comparability.

This common methodology should act as a lingua franca between different measurement systems and a transition towards the best industry standards. Professionals are in the driving seat for this tool of the industry, by the industry, for the industry.


9.30 (CET)

● Welcome

AC Coppens, The Catalysts, Founder, Germany

9.35 (CET)

● Introduction: When the industry comes together

Lucia Recalde, Deputy Director, Head of Unit Audiovisual Industry and Media Support Programmes at the European Commission

The industry is best placed to assess its needs. The Commission facilitates the development of the first common methodology of carbon emissions measurement. It addresses the needs of professionals by providing a degree of harmonisation of carbon factors useful for users of existing calculators while at the same time allowing for their transition to more sophisticated tools.

9.45 (CET)

● Panel discussion: You are what you measure - experience so far with carbon calculators

Carbon emissions measurement is a key step towards the necessary greening of the audiovisual sector and several initiatives have been taken. Different methodologies have been developed – what are the results so far, what are the lessons learned and what is the potential for a coordinated approach?

With the participation of:

  • Maximilian Höhnle, Producer, Board Member, Federal Association of Green Consultants, Germany
  • Roser Canela Mas, International Manager, BAFTA albert, UK
  • Luz Molina, Head of the European Green Screen project (Interreg Europe) in Promálaga, Spain

10.10 (CET)

● Towards a common European measurement system

Philip Gassmann, Director, Producer, Green Film Production Expert, Germany

A simplified methodology of CO2 emissions, based on a limited set of parameters and with a consistent measurement, methodologies and benchmarks is a first step to reduce the sector carbon impact. and allow for better comparability of results.

10.20 (CET)

● Panel discussion: What’s in it for businesses?

The industry is mobilised to take forward the greening of the audiovisual industry and looks forward to a common European measurement system.

With the participation of:

  • Fiona Ball, Bigger Picture Group Director (Responsible Business, Sustainability and Social Impact for Sky Group), UK
  • Alexandra Lebret, Managing Director, European Producers Club, France
  • Tomasz Morawski, Producer, Haka Films, Poland

10.45 (CET)

● Closing remarks

Martin Dawson, Deputy Head of Unit Audiovisual Industry and MEDIA Support Programmes at the European Commission


Spanish-born Lucia Recalde is Head of Unit Audiovisual Industry and Media Support Programmes in the Directorate-General (DG) for Communications Networks, Content and Technology (CONNECT) of the European Commission. Prior to that, she was part of the management of the Directorate-General for Education and Culture (EAC) as Head of Unit for Higher Education, Innovation, Entrepreneurship and the EIT (European Institute of Innovation & Technology).

Lucia Recalde joined the European Commission in 1995 and until 2006 served in the Directorate-General for Employment and Social Affairs in various positions. She started her career as a policy officer at the Directorate of European Affairs of the Basque Government.

Martin Dawson is the deputy Head of Unit for Audiovisual Industry and Media Support Programmes in the European Commission. He focuses on the coordination of the new Creative Europe MEDIA programme, including the adoption of the annual Work Programmes and budgets as well as the monitoring of performance and results.

He also contributes to taking forward the first Media and Audiovisual Action Plan adopted in December 2020.

Previously, Martin Dawson was deputy Head of Unit for Knowledge Sharing in DG Connect, responsible for facilitating collaboration across the Directorate General. Before that he had a varied career in European external relations and EU enlargement.

Philip Gassmann studied directing, lighting and scenography at the Université Paris VIII. He has more than 25 years of experience as a director and producer for television, film and events, with extensive professional experience in France, Germany and the United States as a consultant and creative director for major companies and organisations.

Philip Gassmann has been a green film production expert, teacher and speaker since 2013 and was creative director of the first Green Studio in the world from 2013-2018. Since 2013, he has been sharing his experience in green film production, green film technology, green film storytelling and creation, as well as green psychology and communication in workshops, lectures and conferences.

Philip Gassmann developed the first curriculum for green experts and green consultants for the film and TV industry in Germany. This curriculum focuses on every aspect of a production: energy, lighting, transportation, set design, set construction, catering, building, office, carbon footprint, green production planning as well as green storytelling and development.

In 2020, he was commissioned by the EU to carry out an study on Greening the Audiovisual Industry in Europe.


Fiona Ball is Group Director of the Bigger Picture at Sky, Europe’s leading media and communications company with 24 million customers, and part of the Comcast group. She is responsible for Sky’s sustainability strategy and performance, spearheading the group’s responsible business, social impact and cause-related strategy, marketing, plans and campaigns.

The Bigger Picture strategy focuses on three material issues - Young People, Environment and Communities, and under Fiona Ball’s leadership, has delivered world-leading strategies and campaigns including Sky Zero, Sky Ocean Rescue, Sky Cares and Sky Academy Studios. Fiona Ball was also responsible for Sky Rainforest Rescue, Sky’s six-year campaign and partnership with WWF.

Alongside this, Fiona Ball is responsible for Sky’s environmental impact, through sustainability of its product and services, access services, responsible sourcing, child safety, stakeholder engagement and reporting, and maintaining Sky’s leadership position on climate change. Sky is committed to being Europe’s first net zero carbon entertainment company by 2030 and was a Principal Partner and Media Partner of COP26.

Fiona Ball possesses an honours degree and masters in environmental management from Brunel University, is a Chartered Environmentalist and a member of the Institute of Environmental Management.

Roser Canela-Mas started her media career 15 years ago. She has worked in production and direction internationally across different genres such as drama, comedy and factual entertainment. She went on to complete a BSc in Sustainability and Environmental Management (2013-2016), giving her the additional knowledge and expertise to advise media productions on how to calculate and reduce their environmental impact.

Roser Canela Mas joined BAFTA’s albert programme five years ago and has been advising productions on how to lessen their carbon footprint and environmental impact since then. She currently manages all albert's international relationships and has built the newest version of the albert toolkit (carbon calculator and carbon action plan). Her role also consists of delivering training courses to media professionals – helping the industry reduce their impact behind the camera while also enabling them to tell accessible, realistic, urgent, solution-based and optimistic climate stories on screen.

Maximilian Höhnle founded his production company OVIDIFLM in 2012, with which he has since produced a wide variety of films and documentaries. At the same time, he studied film production at the Filmakademie Baden-Württemberg and has been working at MFG Medien- und Filmgesellschaft Baden-Württemberg in the area of film funding since 2020.Among other things, he is a board member of Germany’s Federal Association of Green Consultants and has also worked as a green consultant for many years.

Alexandra Lebret is the Managing Director of the European Producers Club and a producer. Alexandra has a Master’s degree in Macroeconomics from the University Paris-Dauphine, a Master in Management from the ESSEC Business School and a MSc from the University of Bocconi. After working at UGC for seven years developing multiplexes in France, Spain, and in Italy, Alexandra Lebret returned to Paris where she cofounded “”, the first SVOD Platform in France.

In 2002, Alexandra Lebret was appointed Managing Director of the European Producers Club. In 2014, she became a producer herself, founding the production companies Mare Nostrum Productions and Halley Production. These produced eight films in two years, which received 12 awards. She recently started producing TV series and is currently developing three TV Projects and two feature films.

In 2013, the French government decorated Alexandra Lebret as a Chevalier des Arts et des Lettres for her work on behalf of European cinema. She is a member of the European Film Academy, the French Academy of Cinema Arts and Techniques and the Acadèmia del Cinema Català.

Luz Molina is Legal Adviser and Project Manager at Promálaga. She coordinates on Promálaga's behalf the Interreg Europe Green Screen project in Spain. The objective of this project is to promote green filming, improve green policies in the audiovisual sector, share good practices on the environmental standards necessary for the sector and above all to ensure that production companies (film, television, documentaries, etc.) adopt more sustainable measures/practices in their pre-, production, post-production and distribution processes.

Luz Molina is also developing, as lead partner, Eureca (European Environmental Calculator), an ambitious instrument that helps the audiovisual industry better understand and evaluate the environmental impact of their filming as well as making their production processes more sustainable.

Tomasz Morawski lives and breathes film producing. As a production manager he has worked with a number of Academy Award-nominated directors on their high budget international coproductions: Mr Jones by Agnieszka Holland (2019), Who Will Write Our History by Roberta Grossman (2018) and The Mute by Bartosz Konopka (2018).

As a line and executive producer, Tomasz Morawski worked on Adventures Of A Mathematician by Thorsten Klein (2020), Double Trouble and its sequel Triple Trouble by Marta Karwowska (2017/2020), Little Crushes by Aleksandra Gowin and Ireneusz Grzyb (2012).

Tomasz Morawski has made over 200 commercials and music videos for various artists, including Radiohead. Since 2017, he has been running his own business: Haka Films.

Currently, Tomasz Morawski is working on a number of feature films: Baltazar by Jerzy Skolimowski, Delegation by Asaf Saban and Gentlemen of Zakopane by Maciej Kawalski.


AC Coppens is a marketing strategist, conference curator, speaker and the founder of The Catalysts, a boutique agency for innovative and creative players working at the intersection of digital technologies and film, immersive media, design, music and sound. They advise and mentor teams on strategic and marketing planning, business and audience development. This multi-disciplinary agency also turns conferences into sites of knowledge exchange and co-creation.