On the occasion of the 6th edition of the APCP Awards, we spoke to our production companies about the projects they have submitted for the awards. The awards, which will take place on 5-6 October as part of the 11th Advertising Film Production Conference, recognise the work of technicians and producers. On this occasion, we interviewed Iván Franco Hidalgo, founder of the associated production company Zissou, about the Ministry of Equality’s campaign “Ser libre. Be alive”.
1. When you were offered this job… Were you “afraid” of not knowing how to convey the message to citizens?
Our motto is Human Imperfection and I think it makes particular sense in this new era. We are all talking about the great benefits of technology that are going to change the industry, and we believe that great stories always come first. At Zissou we aspire to always be in touch with this.
Iván Franco Hidalgo
2. What was the most difficult part of the job?
Basically, we are sure that it is only from that place where we feel vulnerable that our true capacity to think and move is born. When this project came to us from Ogilvy Madrid we felt we had a great opportunity to demonstrate this.
3. In just over a minute “Be Free. Being Alive. Spain” mixes a lot of reflections and appeals to Spanish culture. How can so much information be condensed into so little time?
Ale Ruíz Zorrilla knew how to understand a script that was connected to current affairs, the roots of our country, appealing to a sense of patriotism in which all Spaniards can find themselves. It was a process in which the agency was a real marvel, a team with very clear ideas and we all worked in the same direction from the first moment.
4. In your production company you aim to put talent and the human aspect first… Do you think that the new generations have a lot to show and transmit in this sense?
For many years at Zissou we have been on a continuous search for directors who are not like us, who do not think like us and who do not act like us. We always aim to put talent, the value of ideas, humanity and craft first in everything we do.
Interview by Paloma Garrido.
