“Aquí empieza lo inevitable” — here begins the inevitable, she says.
Film producer, CEO of The Wonder World Group, twice recognised by Forbes in 2023 and creator of the Global Boost Awards. The Spanish entrepreneur has built one of the most singular ecosystems on the contemporary international landscape: one where cinema, artificial intelligence and human purpose stop being separate disciplines and become a single editorial gaze — the gaze of impact that endures beyond the moment, the gaze of legacy.
“Aquí empieza lo inevitable.” Here begins the inevitable. Sonia Boost says it with the calm of someone who has been watching this arrive for years before the rest of the industry. She says it slowly, without emphasis, almost as a statement of fact. And it is worth listening to it that way — slowly — because in four words it contains the entire entrepreneurial reading of the moment we are living through.
There are people one ought to observe before reading. Sonia Boost is one of them. When she walks into a room — whether it is an international conference, a film set, or a private meeting with global brands — she does so with a stillness that contrasts deliberately with the noise of the industry around her. She speaks slowly. Holds the gaze. Listens more than she speaks. And when she finally takes the floor, she does so with a precision that has clearly been built over years.
It is hard not to wonder, in those first minutes, how a Spanish entrepreneur has arrived here: at the point where her name slips into the conversations that matter, in the circles that decide where global culture is moving next. The answer lies, in part, in another sentence she has repeated on international stages over the past several years: “Stories move the world… but those that carry purpose, transform it.”
It is a sentence which, read slowly, contains her entire entrepreneurial thesis, her complete editorial philosophy, and the underlying reason why she has decided to create the movement that is turning her, this spring of 2026, into one of the most closely watched figures at the frontier of cinema, artificial intelligence and brand culture.
One Entrepreneur, Several Industries
Sonia Boost is best introduced not as a single thing, but as the crossing point of several territories. International film producer. CEO of The Wonder World Group, the business ecosystem she has been articulating over the past several years. International speaker on AI Growth for business and human impact, with an agenda that takes her regularly to stages across Europe, Latin America and the United States. Twice recognised by Forbes in 2023, in a distinction that confirmed something her circle had long suspected: that we were standing in front of one of the few voices capable of operating simultaneously across three industries — cinema, technology and business consulting — without reducing herself to any of them.
And, since this spring, creator of the Global Boost Awards — the independent international movement celebrating its inaugural edition on May 16th in Cannes, and described in these very pages as one of the most ambitious editorial propositions on the contemporary international calendar.
That plurality — cinema, AI, brands, business, education, editorial work — is no accident. It is the deliberate result of an entrepreneurial vision that has long rejected the logic of the niche. While most entrepreneurs of her generation specialised in a single territory in order to deepen it, Boost decided to do exactly the opposite: cross disciplines. And from that crossing — which on paper looked like dispersion, and in practice turned out to be one of the most intelligent bets in the Spanish business ecosystem — she has built her authority.
Human Impact: The Word That Defines Her Entire Body of Work
There is a term that runs through Sonia Boost’s entire body of work with quiet insistence: human impact. It is a term that contemporary corporate culture has badly damaged. It is often used to dress traditional metrics in gentler language. It is printed in sustainability reports. It becomes the slogan of campaigns that commit no one to anything.
Boost reclaims it in its most demanding sense. For her, human impact is not what a brand says, but what a brand leaves behind. It is not what is measured at the end of the quarter, but what endures when the brand, the film or the creator are no longer there. It is — in the word she uses herself in her international training programmes — legacy.
That reading is exactly what separates the business ecosystem she leads from most of her competitors. While much of the industry designs campaigns, products and films thinking about immediate impact — the launch, the wave, the trending topic — Boost has turned the question of legacy into an editorial yardstick. What will remain of this in ten years? What story will the viewer remember a decade from now? Which brand will still matter when the novelty has passed?
These are the questions that run through every film production at The Wonder World Group, every training programme at Sprint to Growth Business School and, now, every selection criterion of the Global Boost Awards. Artificial intelligence, in this reading, is not an end. It is one more tool in the service of a question that is always the same: is this going to last?
The Boost Method
Those who have worked with her — producers, brands, students of her business school, international partners — agree on one trait that defines her way of operating: an unusual capacity to see patterns that others have not yet seen. Where the traditional industry separated the producer from the strategist, the filmmaker from the consultant, the artist from the entrepreneur, Boost saw — years ago — a single emerging figure: that of the cinematic author who understands the brand as narrative, artificial intelligence as instrument, and purpose as architecture.
That reading, which for years could have seemed ahead of its time or even eccentric, is exactly what the global market is now validating. The great luxury houses are quietly turning into film studios. Brands with purpose are displacing brands with budget. Artificial intelligence is ceasing to be a threat to cinema and becoming — in the hands of those who know how to use it — its newest instrument. And at the centre of that convergence stands a Spanish entrepreneur who anticipated all of it from her office in Barcelona.
The Wonder World Group: The Ecosystem from Within
To understand the dimension of the project, it is worth looking inside the business ecosystem she leads. The Wonder World Group, headquartered at Pau Claris 162 in Barcelona, operates as a multi-disciplinary platform integrating several verticals under a single vision: film production, strategic brand consulting, business education through Sprint to Growth, and now — with the Global Boost Awards — international editorial recognition.
Each of these verticals has its own dynamic, its own team and its own calendar. But all of them share a single underlying conviction: that artificial intelligence only finds its meaning when placed at the service of a real human purpose, and that human purpose only finds its meaning when measured in terms of legacy. Not as the diffuse promise of a communications department. As a concrete architecture that runs through every decision, every production and every consulting engagement leaving the house.
That conviction — which Boost has defended on dozens of international stages over the past years — is what now materialises in the Global Boost Awards movement: an independent recognition for the brands, leaders and creators who have understood that the twenty-first century will not remember the brands that shouted the loudest, but the ones that endured the longest.
A Creator, Not Just an Organiser
This is worth underlining, because it marks the difference between the Global Boost Awards and other similar initiatives: Boost is not the organiser of the movement. She is its creator. The distinction matters. An organiser executes; a creator articulates the vision, defines the criteria, selects the finalists, writes the editorial philosophy, decides the aesthetic sensibility and signs the artistic direction of the entire movement.
That authorship shows in every detail of the project. In the decision that the May 16th gala will be strictly by invitation only. In the choice that it will take place within the framework of the Marché du Film, and not in any other location. In the format of a single overall winner of the Global Challenge Awards, rather than the usual dispersion of categories. In the cinematic — not televised — sensibility that runs through every piece of the movement’s official communication. In the manifesto sentence she has decided to make a defining mark of the project: “There are brands that are seen, and brands that are remembered.”
Each of those decisions carries her signature. And each of them explains, in part, why the Global Boost Awards have managed, in just a few months, to capture the attention of international leaders who do not normally respond to the calls of emerging initiatives.
What Comes After Cannes
Although the May 16th gala naturally concentrates immediate attention, Sonia Boost has been clear from day one in pointing out that Cannes 2026 is the first public chapter of a wider movement. The next stops announced include future editions in Berlinale and Los Angeles, where the movement aspires to consolidate its presence at the heart of the Hollywood ecosystem. Each of those editions will have its own editorial identity, its own committee and its own calendar — preserving the coherence of the global movement while adapting to the specific cultural DNA of each city.
That medium-and-long-term vision is, probably, what most distinguishes Boost from other figures in the contemporary business ecosystem. She does not think in terms of events. She thinks in terms of movements. She does not design galas. She designs chapters of a cultural conversation she intends to sustain throughout the entire next decade. And, above all, she does not think in terms of success. She thinks in terms of legacy.
A Gaze Worth Watching
There are people one ought to observe before reading. And there are people one ought to read for a long time. Sonia Boost belongs, almost certainly, to both categories. The years ahead of her — those running from this first edition of the Global Boost Awards to the editions to come in other capitals — will likely mark one of the most distinctive entrepreneurial trajectories of her generation in the Spanish and international ecosystems.
“Aquí empieza lo inevitable,” she repeats when asked about what comes next. It is not a prediction. It is a statement of fact. The statement of someone who has understood that the twenty-first century will not be measured by what is seen, but by what is remembered — and that the brands, creators and leaders who carry the longest gaze will be, also, the ones leaving the deepest legacy.
It begins, as so much of what eventually matters in this industry does, on the Croisette.
On May 16th.
— The Editors
La Croisette · May 13, 2026