Lessons from Cannes: How Amarela Found Its Way to the World Stage
Insights from filmmaker André Hayato Saito on launching a short film with impact
With the 2025 Cannes Film Festival in full swing, I wanted to take a closer look at how some filmmakers have successfully made their mark at one of the world’s most prestigious film events. So I caught up with Brazilian writer-director André Hayato Saito, whose short film Amarela – a beautiful short drama about the Japanese-Brazilian experience – landed a spot in the Official Selection at Cannes. The path there was quiet, unexpected, and completely transformative. Drawing from his experience, I’ve put together a set of practical tips for emerging filmmakers looking to launch their shorts and boost their chances of getting into top-tier festivals like Cannes.
1. Be Ready for the Call
“The selection process was quite silent and unexpected. We had just finalized the last cut of the film when we got a phone call confirming the selection for the Official Competition—just hours before it was announced on social media. At first, it was hard to believe. I was completely stunned.” — André Hayato Saito
Lesson: Not only does your film need to be ready before you think about sending it out, but you also need to have photos, posters, marketing materials and a press kit in hand. The final cut of Amarela was completed just in time for its Cannes confirmation, which shows how crucial it is to lock your film early. The entire process can happen quite suddenly and you don’t want to be caught off guard.
Actionable Step:
Work with a clear post-production deadline and goals.
Set internal submission goals for key festivals that align with their entry windows—even before public announcements.
Have a press kit (synopsis, stills, director’s bio, statement) ready in advance.
2. Use a Big Launch as a Springboard
“At first, it was hard to believe — I was completely stunned [that we made the cut]. Cannes was a perfect fit for the start of the film’s journey. We had just finished the final cut and were already heading toward other festivals like TIFF, Havana, Clermont-Ferrand.”
Lesson: A high-profile premiere can be a launchpad to other notable festivals. The prestige of Cannes gave Amarela instant credibility and momentum that its creators took advantage of by sending it to other large and prestigious festivals around the world. In any case, being part of a festival, even smaller ones, can be used as a seal of approval or a way to make your short film more visible to the community, and that’s exactly what happened to Saito and his team. While smaller festivals might not give your film the same boost, they’re more accessible and easier to navigate and to make meaningful connections.
Actionable Step:
Craft a tiered festival strategy: aim first for A-list festivals, then cascade down to second- and third-tier ones after your premiere. If aiming at A-list festivals, be prepared to spend a year waiting for results. It might be worth aiming at smaller festivals, depending on your experience level.
Track deadlines and premiere status requirements carefully (many festivals require national or international premieres).
Consider working with a festival strategist or sales agent who understands the circuit.
3. Believe in the Universal Power of Your Story
“One of the greatest lessons was realizing that ‘the secrets of the soul are universal’—a beautiful phrase I heard from Tizuka Yamasaki that never left me. I was afraid the short would only resonate with the Japanese-Brazilian audience, but seeing people from such different cultures connect with the story was deeply moving.”
Lesson: Intimate, culturally specific stories can still speak to a global audience. Emotional authenticity resonates beyond language or borders. Most of the short films screened at Cannes the last couple of years are from different countries and in several languages, and more festivals have been trying to make their programmes more international. In a similar way, The Man Who Could Not Remain Silent, which was the winner of the Short Film Palme d’Or in 2024, focuses on a specific story from the Bosnian war, but one that resonates everywhere in the human level.
Actionable Step:
Don’t dilute your story to make it “more international.” Instead, focus on emotional truth and craft. Ask yourself: Can people understand what the characters are going through despite the specific cultural context?
Include universal themes—like identity, loss, joy, or family—anchored in specific lived experiences.
Use test screenings with diverse viewers to gauge resonance.
4. Leverage the Festival Afterglow
“From a career standpoint, I believe the selection served as a kind of seal of trust—both for future partnerships and funding. More than that, it was an emotional and artistic boost: a confirmation that it's possible to keep creating from a sensitive, intimate, and also political place.”
Lesson: A major festival selection builds your artistic credibility and strengthens your professional network. In the case of Amarela, the film began to gain more traction, the filmmakers received invitations to other important festivals, and the visibility generated at Cannes certainly opened doors for new connections and projects, making it easier for Saito to start making his first feature film. This is true to most festivals and it cannot be understated: take advantage of every single opportunity at this moment.
Actionable Step:
Publicize your festival participation with a strong communications strategy (website, social media, press releases).
Connect with industry professionals while the buzz is alive—funders, producers, potential collaborators.
Use the momentum to pitch your next project. For Saito, Amarela helped pave the way for his upcoming feature film Crisântemo Amarelo.
Final Takeaway
From finishing strong and submitting confidently, to believing in the emotional power of your story and using festival buzz wisely, Amarela’s journey offers a blueprint for short filmmakers dreaming big. As André Hayato Saito proves, even a quiet film can make a loud entrance on the world stage—if you prepare with care, craft with honesty, and release with intention. Here is a final to-do list for those aiming high during the festival circuit:
Lock the Final Cut Early
Set a firm post-production deadline.
Ensure your film is fully polished—sound, color, credits—before key submission windows.
Be ready for last-minute selections with a final export on hand.
Build a Complete Press Kit
Prepare your synopsis (short and long versions), director’s bio, film stills, and a director’s statement.
Include festival-friendly materials like subtitles, DCP files, and a clean version without watermarks.
Upload these assets to a cloud folder or a private screening link for quick access.
Map Out a Tiered Festival Strategy
Identify A-list festivals (Cannes, Berlin, Venice, Sundance) as first targets.
Research premiere requirements for each and adjust your timeline accordingly.
Plan second-tier submissions (Clermont-Ferrand, TIFF, SXSW) after your premiere.
Embrace Cultural Specificity with Universal Emotion
Tell a story rooted in your personal or community experience.
Make space for emotions and themes that transcend borders.
Test your film with diverse audiences to fine-tune its global resonance.
Leverage Festival Visibility
Announce your selection across platforms with polished visuals and captions.
Use the festival buzz to network, connect, and collaborate—online and on the ground.
Be ready to pitch your next project to capitalize on attention.
Keep the Momentum Going
Use new accolades as proof of credibility when applying for grants or meetings.
Highlight your festival run in project decks and director's reels.
Let the experience guide your next film—emotionally and strategically.
Pro Tip: Stay humble but confident. Festivals like Cannes aren’t out of reach for emerging voices—especially when your work speaks from the heart and lands with precision.