The APCP and the club of creativity present the first session of the day that uncovers what truly gives life to a campaign.
The flight of the XIII APCP Festival continues, marked by the voice-over of our flight attendant, who guides this second day of flight, now fully airborne. The session From brief to brilliance, organized by APCP and the Club de Creatividad, brought together four pairs formed by production companies and agencies, who presented the full process that gives life to a campaign: from the first conversation with the client to the final delivery of the piece.
The pairs, formed by Juan Bascón from Roma and Munia Bilbao from Sra. Rushmore; Matías Dumont from Antiestático together with Esther Matas from MONO; Iker Lemos from Smile and Carles Gómez from Fuego Camina Conmigo; and Tay Sánchez from Harry and Mónica Moro from This is Libre —under the moderation of Jorge Llama, managing partner and EP of The Production Club— shared their working methods and highlighted the importance of collaboration between agency and production company as a creative and strategic engine.
Roma and Sra. Rushmore revealed their strategy with Roque
Juan Bascón highlighted that “when you take something very good, but very corseted, it is very difficult to move it,” to which Munia Bilbao added: “but we did it.” Both explained that music was key to generating emotion and turning small elements into a big piece.
“We believed it should be a very local film,” they said. They explained that their scouting was extensive “to really feel that emotion and accompany the little girl protagonist.” Bilbao stressed that one of the major successes was “the hard-fought decision to create an original soundtrack, which elevated the idea to craft.” Both agreed that the director brought “a special sensitivity and an adventurous component”, with touches of magical realism that defined the emotional tone of the campaign.
Antiestático and MONO shared the case: Let’s Think Twice About Traditions That Stay
Next, Antiestático and MONO presented the case Let’s Think Twice About Traditions That Stay, a piece for VIPS. Matías Dumont explained that “there was very little budget and the challenge was how to make it real.” He pointed out that working closely with VIPS allowed them to play with absurdity and the visual contrast of black and white: “the set was a visual chaos, but the contrasts on the monitor looked very powerful.” He added: “we worked very well together, with such a tight shoot and so many changes, if there’s no understanding, it’s impossible.”
For her part, Esther Matas emphasized that the brand “wanted their gift to become a Christmas tradition” and that the ironic tone was a shared decision. “The solemnity of the voice, the black and white and the contrast with VIPS’ ideal world were our keys,” she explained. She added that one of the pieces emerged “in the last seconds, on set itself,” as a result of the connection they have with Antiestático.
Smile and Fuego Camina Conmigo presented Mimir is Awesome
Smile and Fuego Camina Conmigo presented Mimir is Awesome, a campaign that connects with Generation Z. Iker Lemos explained that the starting point was “a very everyday brief: some kids come back from a party and eat tuna,” and that they decided “not to fictionalize anything, from editing to light.” “We shot with an aesthetic that connects with young people because it’s real, like what you see on Instagram or Pinterest,” he added.
Carles Gómez explained that “everything is born from the song: it had to sound lazy,” and that the lyrics were written “on purpose, in a basic way, because we wanted a lazy campaign.” Iker Lemos concluded by thanking the production company “for betting on disruptive projects, with low budgets but great creative value.”
Harry and This is Libre talked about Identiqué
Harry and This is Libre closed the session with Identiqué, the Campofrío campaign. Tay Sánchez explained: “image rights never expire — we knew that, but we had never faced it.” He described the process of obtaining permissions and finding actors who embodied historical figures such as Quevedo, Góngora or Valle-Inclán: “they had to be great actors and at the same time convey their soul, without falling into costume.”
Mónica Moro acknowledged that Campofrío “is a creative monster.” She explained that the brand has maintained a consistent strategy for 15 years: “the enemy of our way of life is whoever tries to take it from us, that’s why we keep talking about the same thing: identity, the way we live.”
On Identiqué, finally, Mónica Moro highlighted “the producer’s work ethic, their respect and rigor to do things well,” and added that these creations are “like flying the plane while building it.”
As a whole, the pairs offered a precise portrait of the creative process in contemporary advertising filmmaking, highlighting the importance of craft, collaboration and mutual trust between production companies and agencies. A session that confirmed that great ideas only take off when both sides of the process fly in the same direction.
After the conversations, Jorge Llama closed the first round of talks by reminding that “teamwork generates better work,” a message that resonated in the room as the perfect synthesis of everything shared: creativity, craft and collaboration in the service of advertising.
