Metropolitana and Lee Films will show the creative process through the Planazo sofá commercial.
Production and post-production work magic to transform the ideas of agencies and advertisers into reality. A process that has varied in form over the years, but whose purpose remains the same: to achieve excellence and tell stories.
This will be discussed on the stage of the XIII APCP Advertising Film Production and Post-production Festival on November 6 and 7 in Valencia. It will be through two greats of our industry and APCP associates: Metropolitana and Lee.
Both are in charge of bringing to life Planazo sofá, a commercial for Iberdrola in which post-production and new technologies and Artificial Intelligence have played a special role.
Thirty-five years after its founding, Lee Films continues to demonstrate that experience is not the same as the past, but the ability to continue transforming. The production company celebrates its anniversary by sharing a vision of the craft built on decades of filming, learning, and collaboration.
Irene Núñez, executive producer at Lee, will be in charge of opening the session and introducing the campaign. Graduated in Advertising and Public Relations from the Complutense University of Madrid, she has a Master in Direction and Production (San Pablo CEU University) and a Master in Executive Production of Film and Series from ECAM (2021). She began her career in 2006 as a junior producer at DDB and later became a partner and executive producer at Garlic for 15 years. She later assumed the position of managing director at the production company Primo (Spain) and is currently an executive producer at Lee. She has worked for brands such as BBVA, Coca-Cola, Unilever, Playstation, Volkswagen-Audi, Movistar, Iberdrola, Santander, Samsung, and Iberia. The projects in which she has participated have received numerous awards, including 30 Lions at the Cannes Lions International Festival of Creativity.
Metropolitana is one of the main post-production companies in the country, specializing in digital image post-production and VFX for advertising. With more than 30 years of experience, they are experts in effects design, pre-visualization, on-set supervision, 2D composition, 3D CGI creation, and color correction.
Ramón Arteman, founder and director of Metropolitana, will delve into the post-production phase of the commercial and how Artificial Intelligence and other processes have intervened in the development of the commercial. Since 1985, Arteman has been a VFX technician in the advertising sector, in 1995 he participated in the founding of Metropolitana and has been directing the company ever since.
