Production company and advertiser will offer a glimpse into the power of creative fire that has conquered international festivals.
As part of the 13th Commercial Film Workshop by APCP in Valencia, CANADA and ICEX will present one of the most acclaimed pieces of the year: “The Cause of the Accident That Caused the Fire.” A work that not only blazes with technical excellence but also illuminates the essence of talent and the creative process with its message.
Conceived as a short fiction film, this production, supported by Audiovisual From Spain—an ICEX program—seeks to celebrate and showcase national creativity to an international audience. Directed by Lope Serrano, fire becomes a symbol of the creative spark that drives the industry, a metaphor for that energy that transforms everything.
Starring Berta Prieto, alongside Bárbara Lennie, J. A. Bayona, and Miguel Herrán, the story centers on an actress investigating the accident that caused a fire during filming. A fire that, beyond the script, represents the unpredictable power of inspiration, that instant when creation escapes from our hands to become art.
The piece has achieved exceptional success on the international circuit, notably winning the ‘Yellow Pencil’ for ‘Most Outstanding Creative Excellence Direction / Long Form’ and the ‘Graphite Pencil’ for ‘Writing for Advertising’ at the D&AD Awards 2025. Furthermore, it has been recognized at events such as Ciclope Festival and The Shark Awards, solidifying CANADA’s position as one of the most influential production companies on the global scene.
Its director, Lope Serrano (1976), is one of the most renowned figures in contemporary audiovisual production. A co-founder of CANADA, Serrano wrote—along with Santi Ruffa and Davis Silis—and directed “The Cause of the Accident That Caused the Fire,” an internationally acclaimed piece that won awards at festivals such as D&AD, Ciclope, and Cannes, among others. His filmography includes titles such as “Crème Caramel,” which solidified CANADA’s position as a cultural force, and “Sound and Vision,” a tribute to David Bowie. He has also directed commercials for Longchamp and Miu Miu, and iconic music videos such as “The Less I Know The Better” for Tame Impala, and “Physical” and “Love Again” for Dua Lipa, all of which have received numerous awards. His internationally recognized style has attracted clients such as H&M, Expedia, Instagram, Budweiser, and Louis Vuitton. His most recent work, “Hornbach – No Project Without Drama” (2025), was awarded six Gold medals and a Grand Prix at Ciclope.
Joining him will be Elisa Carbonell, a key figure in the international projection of Spanish audiovisual production and one of the most prominent voices in the field of economic and cultural diplomacy. A graduate in Law from the Complutense University of Madrid and a member of the State’s Senior Corps of Commercial and Economic Technicians since 2007, Carbonell has held strategic positions such as international advisor in the offices of the First Vice President and Minister of Economic Affairs, Nadia Calviño, and the Minister of Economy, Luis de Guindos. Her experience includes roles as Chief Economic and Commercial Counselor at the Spanish Embassy in Colombia and Director General of Internationalization of Companies at ICEX until January 2024.
Committed to training and innovation, she has completed courses at institutions such as Oxford, MIT, and ESADE, specializing in public management, technology, and leadership. Their strategic vision has been essential to the global expansion of Spanish creativity, driving programs like Audiovisual From Spain, which today position Spain as a leader in advertising and film production.
During the conference, CANADA and ICEX will reveal the secrets behind the creative process, production, and strategy that brought this work to life. This conversation promises to be much more than a technical analysis: an encounter between creation and management, between the artistic spark and the structure that makes it possible.
Because, in the end, as “The Cause of the Accident That Triggered the Fire” demonstrates, every great story begins with an idea that ignites reality.
