Exploring the future: an interview with Behnaz Fard of Panasonic Connect
December 11, 2024This article is presented with the support of Panasonic Connect.
Xn Québec and Panasonic Connect join forces to bring you the latest trends in technological innovation.
Could you share how you initially joined the Panasonic team?
I joined Panasonic Media Entertainment in 2017. Being part of a company known for its strong values provides me with a collaborative and supportive work environment. Additionally, Panasonic’s dedication to innovation and sustainability has allowed me to work on impactful and forward-thinking projects. I’ve had the opportunity to collaborate with talented professionals across diverse fields such as film, music, education, and, of course, digital media, which I absolutely love! My work often involves cutting-edge technologies and innovative storytelling, keeping things dynamic and exciting. At the same time, seeing the impact we have on audiences worldwide is incredibly rewarding and fulfilling.
What do you like most about working in the creative industries today?
What I enjoy most is the rapid pace of technological advancement and how it is transforming storytelling.
I’m particularly passionate about driving collaboration across industries like technology, entertainment, digital Art, esport, wellness and education. By fostering meaningful win-win partnerships, we can unlock new opportunities to engage audiences while enhancing the value of the solutions we deliver. The potential to make an impact on culture, entertainment, and society is genuinely inspiring.
In recent months, you’ve collaborated with organizations like Zú, HUB Montréal, MAPP_MTL, and of course, Xn Québec and the NUMIX AWARDS. What makes Quebec’s creative sector stand out to you, and why do you feel it deserves such focused attention?
I lead business development activities in Canada and recognize Montreal as a global hub for creativity and entertainment, home to many of the world’s top digital production agencies. Panasonic is deeply committed to supporting cultural activities as part of our social responsibility, and Montreal plays a central role in these efforts.
Six years ago, in celebration of Panasonic’s 100th anniversary, we launched a program dedicated to supporting arts and culture across Canada. Through this initiative, I’ve had the privilege of collaborating with organizations like Xn Québec, MUTEK, Mural, Mapp_MTL, and others. By supporting cultural institutions, we not only celebrate creativity but also honor our responsibility to give back to the communities we serve.
Are there any innovative projects, whether in Quebec or internationally, that have particularly impressed you?
There are many, but one I’d like to highlight is Cité Mémoire.
It brings Montreal’s history to life in such a unique way. People can walk through the city and stumble upon breathtaking video installations that beautifully showcase its rich history.
Another project close to my heart is Tokyo Night & Light, the world’s largest permanent projection mapping installation on a building. It made me proud to see how our technology is being used to create works that surpass traditional boundaries and redefine what is possible.
How does the Panasonic Connect team enhance the projects it collaborates on? Could you share any specific ways your team adds value?
As the head of marketing, my aim goes beyond simply selling hardware and delivering products. I strive to bring real value to the community by partnering with organizations like Zú, MAPP, and Xn Québec. These collaborations allow us to engage directly with creative professionals, understand the market’s true needs, and ensure that our R&D efforts align with the goals of the community.
We genuinely want to be more than just a manufacturer. We don’t simply sell products in boxes; we aim to be an integral part of the community and contribute meaningfully to the projects we work on.
As a global brand, we have the advantage of being present in Europe, Asia, the US, Canada, South America—you name it. This allows us to easily provide support for projects, especially international ones, no matter where they’re located.
Through the partnership program I mentioned earlier, we also offer free technical consultations to clients, even if they don’t choose Panasonic in the end. Our goal is to add value and support the community, not just close sales.
Additionally, because we work across such a wide range of industries, we have an extensive network of trusted partners that we can connect with each other. It’s a win-win for everyone—we help bring complementary businesses together and facilitate valuable collaborations.
For a bit of fun, if you could choose any sci-fi gadget to have in real life, which one would it be and why?
I’d probably choose a time travel device. But instead of going back in time, I’d go forward. I’d explore the future, see where the entertainment industry is heading, and then work with my team to be the first manufacturer to address those future needs!
David Lamarre