Discover all the presentations and guests who will take the stage at the XIII APCP Festival.
There are events that are much more than a point on the calendar: they are heartbeats that bring an entire community together. The XIII Commercial Film Workshop, organized by the APCP, returns to Valencia to remind us why this sector continues to be one of the most vibrant, restless, and creative in the country. Under the motto “Let’s keep making it happen”, the event promises two days of inspiration, reflection, and meeting among professionals, creators, and dreamers of the audiovisual industry.
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On Thursday, November 6, the Ateneo Mercantil de Valencia will open its doors at 2:30 PM to welcome attendees. The day will officially kick off with an institutional welcome by María Jesús Horcajuelo, president of the APCP, along with a representative from the València City Council, leading to an inaugural interview that promises to move and stir: the actress, writer, and activist Karla Sofía Gascón will be the protagonist of a conversation led by Carlos Montiel, executive producer of FIGHT. A talk that will go beyond art and interpretation to speak of freedom, identity, and transformation.
After the launch, the afternoon will continue with a case study by CANADA and ICEX, where Lope Serrano, director and co-founder of CANADA, and Elisa Carbonell, CEO of ICEX Spain Exportation and Investments, will present The cause of the accident that caused the fire, an example of how Spanish production continues to leave its mark on the international scene.
From there, the scope will broaden with Check-in Global, a panel sponsored by MIMETIK that will bring together figures such as Mike Garrod (World Fixers), Jonsi Mesz (Oruga), and Sandipan Bhattacharyya (Monks Mumbai) to offer a global perspective on Spanish advertising production. Closing the day, creativity becomes reflection with Pol Martínez and Jordi Solé from &Rosàs, who will present From idea to craft: this is how we do it at &Rosàs, an intimate journey into the creative process of one of the most recognized agencies in the country.
Afterward, the VIII APCP Awards gala will begin in style with an inaugural performance by Jesús Carmona, under the title of Some story and a truth. A piece that unites dance, narrative, and emotion.
Then, it will be time for shared applause: the delivery of the awards, presented by Topacio Fresh, will recognize the talent that shapes Spanish advertising. And, as a closing, an exclusive cocktail will serve to toast to work, passion, and the future.
Friday, November 7, will start with creative energy. The morning will open with From brief to brilliance, a conversation presented by APCP x cdec that will explore how the spark of an idea becomes brilliant execution. Through projects such as Identiqué, Mimir es genial, and Roque, teams from agencies and production companies—including Harry, This is Libre, Smile, Fuego Camina Conmigo, Roma, and Sra. Rushmore—will share the journey of creation.
Afterward, François Chilot, founder and president of the Young Director Award (YDA), interviewed by Ingrid Bragemann, ambassador of the competition in Spain and Latin America, will take the stage. Together they will review the legacy and future of the YDA, a symbol of a shared mission with the APCP: to support emerging talent and build bridges between generations.
Following this, Matías Dumont, CEO and founder of Antiestático, will present From dream to screen: the journey of Nicolas Bori, from Young Director to Breaking Glass, a talk where Bori himself will share his personal experience of what it means to turn vision into work.
This will be followed by Let’s keep making it happen: from production to post-production, presented by Metropolitana and led by Ramón Arteman, a reflection on the continuity between filming and post-production as a total creative process.
Midday will bring one of the most anticipated screenings: The Final Copy of Ilon Specht, a documentary about the birth of the iconic L’Oréal Paris slogan, “Because I’m worth it.” After the screening, Patricia Muñoz (Brand Purpose & Advocacy Manager of L’Oréal Paris Spain and Portugal) and Lucía Angulo (CEO of McCann Worldgroup and McCann Spain) will debate the power of ideas and their cultural impact, moderated by Eva de Lera, jury in Film Craft at Cannes Lions 2025.
And to close with a nod to humor, authenticity, and the versatility of the audiovisual medium, the talk Mocatriz in audiovisual will bring together Arturo Valls and Marta Belenguer to explore the figure of the multifaceted creator—that mix of model, singer, and actress—in the contemporary industry. A dialogue that promises irony, reflection, and closeness to the public.
The closing, led by Adriana Piquet, general director of the APCP, will put the final touch on a conference that, more than an event, is a declaration of intent: to keep making it happen, to keep believing in the power of the craft and the soul behind every shot.
