Masterclass Audience Design with Isona Admetlla Font
FilmForward and TorinoFilmLab join forces for this Masterclass Audience Design with Berlin-based audience designer Isona Admetlla Font, as part of TalentScope 2026-2027
Let op: de voertaal van dit programma is Engels.
Audience Design is a strategic and creative methodology that helps filmmakers explore the relationship between their project and its potential audiences from an early stage. Drawing on her background in sociology and cultural management, Isona Admetlla Font moves beyond demographic definitions to explore audiences through a project’s themes, emotions, values and points of connection. For her Audience Design is a tool for strengthening a project throughout its development, not just once it’s finished.
Through concrete tools and case studies from fiction and documentary, Isona shows how thinking about audiences can empower creative teams to understand what makes their project distinctive, make strategic choices, and identify pathways for meaningful engagement and impact.
Afterwards there will be a network drink for all attendees.
Who is this Masterclass for?
The Masterclass is open for professionals working in film and television production, and can be especially interesting for producers, directors, screenwriters, and distributors. Not sure if this Deep Dive is for you. Don’t hesitate to email us to discuss.
Continue the next day: Deep Dive Audience design
For participants who wish to explore these themes in greater depth, there is an optional Deep Dive the next day, Thursday 15 October in Amsterdam.
This smaller session is a hands-on working session, where the selected teams work directly with Audience Design tools and exercises to sharpen who their audience is and translate that insight into concrete choices around story and development. Participants without a project of their own become part of these temporary working teams for the day, bringing a fresh “outside eye” and learning the methodology through practice. Projects are shared with the group in advance, so everyone arrives prepared. This collaborative dimension and exchange of perspectives makes the Deep Dive so powerful.
We ask everyone taking part in the Deep Dive also to attend the Masterclass on Wednesday 14 October in Leiden. Further information about registration and participation you can find here.
Practical information
Date: Wednesday 14 October 2026
Time: 17.00 to 18.30
Location: Wereldmuseum Leiden, Steenstraat 1B, Leiden
Fee: €25,- excl. VAT
For this workshop the cancellation policy is as follows:
- If you cancel more than 14 days before the workshop day, you will receive a full refund of the ticket price.
- If you cancel between 7 and 14 days before the workshop, you will receive a 50% refund of the ticket price.
- If you cancel within 7 days of the workshop day, you will not receive a refund.
About Isona Admetlla Font
Isona Admetlla Font is a Berlin-based audience designer, sociologist, cultural manager and international film consultant working across project development, funding, audiences and impact. For more than 15 years, she was Project Manager at the Berlinale World Cinema Fund, working closely with filmmakers, producers and institutions across different regions of the world. Today, her work has a strong international scope, collaborating with film projects, training programmes, labs, festivals and institutions worldwide, including TorinoFilmLab and MAFIZ – Málaga Film Festival. She also works as a project evaluator for numerous national and international funding bodies and institutions, including Creative Europe MEDIA, Ibermedia and Eurimages.
Alongside her work with individual projects and creative teams, she is particularly interested in continuing to explore cinema as a tool for social transformation, the relationship between audiences and impact, and the further development of Audience Design as a field of research and practice. Her work increasingly connects project-based experimentation with research, training and institutional dialogue, exploring how audience-centred approaches can contribute not only to individual films, but also to the ways in which the film sector thinks about audiences, relevance and impact.