La Minute Créative

I was UNIDO's Cluster Development Agent in Marrakech, inside Creative Mediterranean, a programme funded by European and Italian cooperation across seven countries. The mission was economic: structure the companies of a creative cluster, develop products, open markets.

The makers had real skill and real economic value, but almost none of it was visible outside the workshop. Buyers, institutions and the public saw objects, when they saw anything at all. Market access starts with being seen, and the cluster had no instrument for that.

I conceived and created La Minute Créative to fill that gap. The rules were simple: a short film, one person, their gestures, their skill and what it is worth. Human first, then craft, then value.

I designed it to be reproducible. The same structure carries every episode, so the format could run in seasons without reinventing itself each time. The public archive holds a season one trailer, numbered episodes through at least #17, among them Miloud El Jouli, Mehdi Tajmouati and Saïda Kadiri, and a second season.

Brevity was also a production decision. Short films with a fixed structure could be shot and edited at the rhythm of the cluster mission, alongside the rest of the work, rather than as a one-off campaign that stops when its budget does.

I treated storytelling here as a cluster-development and market-access tool, not as communication added after the real work.

The format reached more than two million views, with diffusion in six countries. That figure is the format's historical reach as recorded in my archive register, not a sum of today's view counters.

UNIDO cited La Minute Créative as a promotional initiative of the Marrakech Cluster Development Agent with replication potential. The videos increased the visibility of the companies they featured, and one of them drew the interest of a national television channel.

Those are three different kinds of result: audience reach, an institutional assessment, and a visibility effect for individual companies. I keep them separate.

La Minute Créative was one instrument inside a larger mandate: diagnosis, cluster structuring, a Marrakech Design Hub, collective presence at COP22 and Maison & Objet, reporting. That mission has its own record. The programme's regional figures belong to the programme, not to this format.

Of everything I built in those years, this is the piece that travelled furthest on its own.