Flight A 13-25 kicked off the opening day, which combined location scouting, the Advertisers’ Forum, high-level talks, case studies and an exciting gala. It also showcased a sector evolving towards excellence, talent and transparency in a context where the emergence of AI poses new challenges.
Valencia becomes a filming city
The 13th Commercial Film Workshop began with a location scouting session organised by the Valencia Film Office, in which production and post-production companies visited venues with high visual potential: the Hortensia Herrero Art Centre, the Marqués de Dos Aguas Palace, the Central Market and the Coven Carmen building. The itinerary was designed from a production perspective, allowing participants to observe heritage, scale, textures and narrative possibilities for future shoots.
The message was clear: Valencia is not only hosting the 13th APCP Conference, it is also making a determined effort to attract more advertising productions and demonstrate its real potential, which may have been underestimated until now.
Advertisers’ Forum: transparency, best practices and talent as the cornerstone
In parallel with scouting, the Advertisers’ Forum set out the roadmap for the immediate future of the sector. The president of the APCP, María Jesús Horcajuelo, opened the meeting by recalling the legacy of José Manuel García Albuerne and defending the value of the AENOR Seal as a guarantee of transparency.
The speakers agreed on the importance of solid agreements, excellence and optimisation from the briefing stage onwards.
Next, Jesús Becedas from BBVA, together with Jetzabel Tapial from Telefónica, insisted that transparency is the basis of any efficient production process. For his part, Pablo Pérez-Payá from MCA shared specific results on working with companies associated with APCP, highlighting their impact in campaigns for IKEA and Moeve.
Jose Miguel Nieto from Nieto Pretel also introduced one of the key topics of the day: the legal challenges that generative AI poses to artists’ rights. The closing remarks were given by Patricia Chávez from SCOPEN, who painted a picture marked by growing competition, AI still in the adjustment phase, and a shift towards a creator economy where talent becomes the differentiating factor: ‘Not everyone knows how to make content that doesn’t interrupt,’ she noted.
Inaugural Interview
The first conversation of the 13th Production and Post-Production Workshop, guided by the voice-over of our hostess, welcomed the guest of honour, actress, writer and activist Karla Sofía Gascón. Accompanied by Carlos Montiel from FIGHT, this conversation addressed authenticity, truth and freedom in communication.
Gascón, recently returned from India with the Emilia Pérez Award, stated that emotional connection is what truly transcends. She also compared the structure of filming a movie to that of an advertising campaign due to its pace and unpredictability, highlighting how the final edit ‘achieved something truly wonderful.’
The actress also stars in the campaign La causa del accidente que provocó el incendio (The cause of the accident that caused the fire), by CANADA for ICEX, a piece she described as excellent and emotionally honest.
CANADA & ICEX: The cause of the accident that caused the fire
Following the interview with Karla Sofía Gascón, Lope Serrano from CANADA and Elisa Carbonell from ICEX presented the creative process behind one of the most talked-about campaigns of the year, The Cause of the Accident That Caused the Fire.
They explained that the aim was to position Spain as a country of creativity and audiovisual excellence. To this end, the strategy was based on three pillars: Spanish talent as a creative force, impact as a strategic compass and complete creative freedom, even when taking risks.
Lope Serrano shared the doubts that arose during the process, parallel to those of the character Berta in the campaign itself: ‘Before shooting, we had to find the film; and before the film, the idea.’
The result was an international fashion film that raised the profile of the Spanish creative sector.
Global Check-in: An international perspective on Spanish advertising production
The international panel, moderated by Mateo Luege and sponsored by MIMETIK, brought together Mike Garrod (World Fixers & Maker), Jonsi Mesz (Oruga LATAM) and Paloma Adrien (Publicis Groupe).
All three agreed that Spain is a solid, attractive and effective destination for production. Garrod highlighted that working here ‘comes with no surprises’, a highly valued asset in production.
Mesz emphasised the climate, technical talent and tax advantages, while Adrien argued that in Spain ‘we give it our all’, with flexibility and preparedness to tackle projects of any scale.
FROM IDEA TO CRAFT: HOW WE DO IT AT &Rosàs
The session led by Pol Martínez and Jordi Solé from &Rosàs outlined their internal methodology: a ten-point guide explaining how they go from brief to final piece.
Martínez emphasised that creativity also thrives on limitations and the importance of having directors with their own unique style. Furthermore, one rule always applies in their process: ‘Once we start production, we don’t go back to the mock-up’ to avoid falling into the trap of copying.
Both experts advocated an approach where the idea is sustained until the end with a constant obsession with detail.
Jesús Carmona: ALGÚN CUENTO Y UNA VERDAD (A STORY AND A TRUTH)
One of the most unexpected and exciting moments of the day came courtesy of artist, choreographer and performer Jesús Carmona, winner of the 2020 National Dance Award. Jesús Carmona presented Algún cuento y una verdad, a piece created especially for this thirteenth edition of the APCP Conference.
The artist began with 2 minutes and 34 seconds of silence, accompanied by the music of Lucas Vidal, a gesture that created a space for collective introspection on time, life and that which does not return. The audience experienced it in absolute silence and gave him a standing ovation.
Presentation of the 8th APCP Awards
The day culminated with the 8th edition of the APCP Awards, presented by Topacio Fresh and marked by a historic moment: for the first time, the Honorary Award was presented to José Manuel García Albuerne, first president of APCP and founding partner of LEE. The award ceremony was attended by all former presidents and the current president, inaugurating a tradition to recognise exemplary careers.
The awards highlighted professionals and teams who are raising the bar for advertising production in Spain. In this regard, 26 awards were presented to leaders in the field of Advertising Film Production and Post-Production, highlighting the work of those who sustain the industry on a daily basis.
APCP x c de c PRESENTATION
The APCP, in collaboration with the Creativity Club, held the session ‘From Brief to Brilliance’ as part of the 13th APCP Conference, where four pairs formed by Roma & Sra. Rushmore, Antiestático & MONO, Smile & Fuego Camina Conmigo, and Harry & This is Libre, shared real-life cases that demonstrated how a campaign is built from the first conversation with the client to the final delivery of the piece. The speakers highlighted the value of craft, creative courage and the relationship of trust between agency and production company, emphasising this link as an essential strategic driver for great ideas to take off.
YOUNG DIRECTOR AWARD INTERVIEW
François Chilot, founder of the Young Director Award, and Ingrid Bragemann encouraged young talent during the 13th Advertising Film Production and Post-Production Workshop, highlighting the evolution of the YDA and the challenges facing young talent, from technological transformation to the lack of visibility platforms. Chilot stated that ‘the future of young directors depends on them, but they need support’ and insisted that investing in emerging talent is key to the growth of the entire industry. He also highlighted that AI can be a tool, but it will never replace creative vision. He encouraged Spain and Latin America to increase their participation in the competition.
PRESENTATION BY NICOLÁS BORI
Matías Dumont (Antiestático) focused attention on director Nicolás Bori, who shared how his career in the Young Director Award was marked by perseverance and working with limited resources, which was decisive for his consolidation in the industry. From his beginnings shooting without financial support to his definitive entry into the YDA with ‘Breaking Glass,’ Bori recounted how adaptability, creative drive, and the support of figures such as François Chilot and Matías Dumont were fundamental in bringing projects such as ‘Mother Nature’s Power’ and ‘Breaking Glass’ to fruition, marking a turning point in his career.
CONVERSATION ABOUT THE FINAL COPY OF ILON SPECHT: THE STORY BEHIND L’ORÉAL PARIS’ LEGENDARY SLOGAN ‘BECAUSE I’M WORTH IT’
The session analysed the historical and contemporary value of the slogan ‘Because I’m worth it’, based on the documentary The Final Copy of Ilon Specht. Patricia Muñoz (L’Oréal) and Lucía Angulo (McCann), moderated by Eva de Lera (Film Craft Jury at Cannes 2025), reviewed how this slogan, which emerged decades ago, continues to be a cultural reflection that drives female empowerment. The responsibility of brands in redefining messages with real impact was highlighted. In addition, they highlighted positive conversation data and the emotional power that the documentary on the slogan continues to generate, concluding that this message is still one of the greatest examples of the transformative power of advertising today.
FROM PRODUCTION TO POST-PRODUCTION: A PRESENTATION BY LEE AND METROPOLITANA
The session dedicated to Iberdrola’s Planazo Sofá explained how LEE and Metropolitana integrated artificial intelligence into a classic production and post-production process, demonstrating that this type of technology is only useful when understood as a tool and not as a substitute for craftsmanship. The speakers detailed the technical limits of AI, the current legal challenges and the importance of maintaining traceability and accountability throughout the process. They agreed that human talent, listening and creative control continue to be the cornerstone of any piece of work, even in the midst of a technological boom.
MOCATRIZ IN THE AUDIOVISUAL INDUSTRY
The final session of flight A13-25 brought together Arturo Valls and Marta Belenguer, moderated by Marta Martínez de Landia, in a conversation about the role of multi-talented individuals and how versatility makes a difference in the audiovisual sector. Throughout the dialogue, it was highlighted that humour continues to be a key tool for connecting and conveying profound messages in an accessible way. In a brief interlude, Arturo Valls spoke about the recent creation of his rice brand. The panel concluded with the reflection that the industry has evolved, but that it remains essential to adapt and maintain versatility as a core value in order to grow in an ever-changing environment.
