The first of two days organized by the APCP focused on advertising production begins, with Valencia as the host city.
Ricardo Llavador kicks off a new edition of the Commercial Film Workshop. This marks the twelfth edition where the APCP focuses on advertising production, also giving space to the creatives and technicians who make up the industry.
Once again, Valencia rolls out the red carpet to host our event. This year, thanks to the efforts of the relevant authorities, sponsors, suppliers, and partners, the city continues to be promoted as an economic engine for audiovisual production, with the goal of recovering normality as soon as possible.
Armando Romero, representative of Valencia Film Office, took the stage at ADEIT to welcome attendees to the city and thank everyone for their work in making the event a success. Romero stated that it is necessary to “boost the city as a filming location by streamlining administrative processes and facilitating project development.” According to the data, advertising shoots have seen the most growth in recent years, providing jobs for many professionals from Valencia.
Next, Adriana Piquet, General Director of the APCP, took the floor to thank the members, nominees, the City Hall, and the guests for their support of the event and their willingness to make this twelfth edition a reality. “The city has been helping us every day that passes. We cannot forget about Valencia to keep coming here to shoot, and our activities are born to continue strengthening the industry by trying to take shoots to different communities and locations. They need us, and we cannot forget about all those affected,” she said emotionally.
After showing an emotional reel showcasing the work done by the member production companies in Valencia in recent years, Llavador emphasized the importance of “laughing to move forward” and delved into the relationship between cinema and advertising through advertisement, branded content, and product placement… “All films are advertising, but we don’t know it,” he said while walking through various cinematic creations that, with a touch of humor, have shown how advertising can implicitly boost the film industry.
