APCP and c de c present this meeting between some of the most renowned production companies and agencies in the country. A space where they will share their creative and production processes.
In the advertising industry, few things are as fascinating as witnessing the moment an idea becomes a tangible piece. Under the title “From Brief to Brilliance: The Path of Advertising Creativity to Execution,” APCP and c de c present a unique exhibition that explores the invisible journey that connects the creative spark with the final result, through real-world case studies told by the people who lived them.
In this edition, the APCP Conference will host four conversations between production companies and agencies. These will be moderated by Jorge Llama, a telecommunications engineer specializing in sound and image from the Public University of Navarra and with a master’s degree in Film Direction and Production from Ramon Llull University – Blanquerna. He began his professional career collaborating with the documentary production company Minimal Films and directing music videos with Nanouk Films. His curiosity and versatility have led him to combine advertising with fiction, working as a production manager and producer at the country’s most prominent production companies and agencies. In 2014, he co-founded THE PRODUCTION CLUB with Carlos Vidal-Ribas, a production company specializing in advertising films with offices in Madrid and Barcelona.
IDENTIQUÉ
The first conversation will bring together Tay Sánchez (Harry) and Mónica Moro (This is Libre), who will share the creative process behind Identiqué for Campofrío. A tribute to Spanish cultural identity in the face of global homogenization, it revives figures like Gloria Fuertes and Quevedo and solidifies the place of Campofrío’s Christmas ads.
Tay Sánchez is a journalist and founded HARRY with Dionisio Naranjo and Nestor Costafreda in 2014. Through this brand, she has produced iconic campaigns such as “I Love Laura” for MTV and “History of a Beautiful Ad” for the Prodis Foundation. Under Harry’s motto, “just good stories,” she has spearheaded high-impact social projects such as “Deliciosa Calma” and “Identiqué” itself. In 2020, she filmed “Time Makes Us Better” for Toyota, recognized for her production direction, and made her feature film debut with “After Summer,” which premiered at the Málaga Film Festival.
Mónica Moro is one of the few women in the world to have led the creative department of an advertising agency, in her case, McCann. Three years ago, she decided to create her most personal project, This is Libre, an agency that functions as a talent community where ideas take precedence over structures. She is one of the most recognized creatives in the country, the most awarded by the Creativity Club, a prominent figure in Forbes, and the first Spaniard to join the International Board of the One Club in New York. Her work is characterized by humanizing brands and transcending communication to enter popular culture. Furthermore, Mónica’s work has been included in the permanent collection of the Reina Sofía National Museum of Contemporary Art.
SLEEPING IS GREAT
Iker Lemos, from the duo Calorro (Smile), and Carles Gómez (Fuego Camina Conmigo) invite us to look at rest from a different perspective with “Sleeping is Great,” the campaign for What The Sleep that challenges the modern cult of productivity. With an irreverent attitude and a language characteristic of digital culture, the brand champions sleep as an act of rebellion and self-care. An ode to pausing in times of hyperactivity.
Iker Lemos, along with Vicente Calatayud, forms the duo Calorro. Their work moves between exploration and sensitivity, always seeking new ways to tell stories and see the world. They champion contemporary style and a creativity that reinvents itself with each project. Their universe embraces diversity and new generations as a reflection of a living and changing society. They play with aesthetics, textures, and visual languages to construct narratives that connect.
Carles Gómez, creative director and copywriter, began his career at Villar-Rosàs, where he learned the trade while experiencing the agency’s transition to &Rosàs. He joined Sra. Rushmore, and that’s where his adventure in Madrid began. After working for a couple of years as a freelance creative, he returned to Barcelona to join Fuego Camina Conmigo, where he currently works. During his professional career, he has collaborated with Estrella Damm, Decathlon, Vodafone, Repsol, Factorial and What The Sleep, among others.
ROQUE
The journey continues with Juan Bascón (Roma) and Munia Bilbao (Sra. Rushmore), who will present Roque, Iberdrola’s heartwarming Christmas story, where a little girl and an anglerfish remind us that nature, when we take care of it, is the true source of light. This campaign combines emotion, sustainability, and technical excellence, with music by Fernando Velázquez and the visual sensibility that characterizes the agency.
Juan Bascón began his career after graduating from the Séptima Ars film school and developed his experience working for various production companies and agencies: from post-production coordination to creating mock-ups at INSITU.TV, where he became a partner. In 2014, he joined Garage Films and later BLUR as a producer. Since 2023, he has been an executive producer at ROMA, leading projects that balance emotion and technical excellence.
Munia Bilbao has been creative director at Sra. Rushmore since 2014. During her 20 years in the advertising industry, she has worked in various markets and with global brands such as Coca-Cola, GSK, ING, Heineken, Corona Extra, and Vodafone. She has worked at agencies like The Community USA, Proximity BBDO, and Contrapunto, and her work has been recognized at festivals such as Cannes Lions, The One Show, El Sol, and the c de c, where she has also served as a juror.
LET’S THINK CAREFULLY ABOUT TRADITIONS, BECAUSE THEY STAY
Matías Dumont (Antiestático) and Esther Matas (Mono) will close the exhibition with “Let’s Think Carefully About Traditions, Because They Stay,” the VIPS Christmas campaign that, with humor and a fresh perspective, questions the customs we repeat without thinking. A fun reflection on how traditions are born and how a simple pancake can become a symbol of celebration.
Matías Dumont has over 20 years of experience in the audiovisual industry. He is the founder and CEO of Antiestático since 2008, VENI.TV since 2012, Picnic Content (with Fernando Vega Olmos and Álex Pallete), and most recently, RIFT, an artificial intelligence studio launching in 2025. Throughout his career, he has worked with clients such as Nike, Netflix, Gucci, Coca-Cola, Ferrari F1, Magnum, and Red Bull, and has been recognized by MIT as a success story in entrepreneurship in Spain. His work has received awards at Cannes Lions, Clio, D&AD, One Show, El Sol, El Ojo de Iberoamérica, and festivals such as the Berlinale and San Sebastián International Film Festival (SSIFF). He has also been a member of the faculty at The Core since its founding in 2022.
Esther Matas, creative director at Mono Madrid, has worked at agencies such as Lola MullenLowe, Publicis, and Ogilvy, developing campaigns for Seat, Desigual, Wallapop, Facundo, and VIPS. She also teaches in the Master of Creativity program at Brother Madrid.
