The head of the organism’s audiovisual department will accompany Alba Barneda, from CANADA, on stage to unravel the secrets behind the production of one of the year’s most awarded campaigns.
The VIII Edition of the APCP’s Advertising Film Production and Post-Production Activities, to be held on March 11, from 10 am to 2 pm, at the Teatro Echegaray within the framework of the Málaga Festival, confirms a new addition to one of the program’s most anticipated sessions.
Teresa Martín Ezama, head of the audiovisual department at ICEX Spain Exportation and Investments, joins as a speaker with Alba Barneda, managing partner at CANADA, to delve into the production secrets of La causa del accidente que provocó un incendio (The cause of the accident that started the fire), the piece recognized as Best Production of 2025 at the APCP Awards.
Her participation reinforces the strategic value of this conversation, providing the institutional vision and international boost that made the project possible through the Audiovisual From Spain program, an ICEX initiative aimed at positioning Spanish audiovisual talent abroad.
Following the resounding success of this presentation at the Valencia Conference last November, the session comes to Málaga broadening its scope: it will not only address the creative and production process from the perspective of the production company, but also the strategic, institutional, and international projection dimension that has accompanied the campaign since its origin.
Conceived as a fictional short film and directed by Lope Serrano, the piece uses fire as a metaphor for the creative spark that drives the sector. Starring Berta Prieto, alongside Bárbara Lennie, J. A. Bayona, and Miguel Herrán, the work has been internationally recognized with awards such as the Yellow Pencil and the Graphite Pencil at the D&AD Awards 2025, in addition to awards at the Ciclope Festival and The Shark Awards.
The incorporation of Teresa Martín Ezama will allow for a deeper understanding of the collaboration between advertiser and industry, the role of internationalization policies, and how this type of project demonstrates, with facts, the global potential of our advertising production.
An essential conversation to understand, from all its angles —creative, productive, and strategic—, how an idea can catch fire and become an international phenomenon.
