You can now rewatch the presentations and interviews from the 13th Advertising Film Production and Post-Production Commercial Film Workshop, as well as Jesús Carmona’s performance and the 8th APCP Awards gala.
For two days, production companies, agencies, creatives, advertisers, institutions, and other professionals from the sector gathered in Valencia to talk about advertising audiovisual production and post-production, innovation, current trends, and creativity. Now available on video in case you couldn’t attend or want to relive them!
INAUGURATION
Opening of the 13th Advertising Film Production and Post-Production Commercial Film Workshop organized by the Spanish Association of Advertising Film Producers and Post-Producers (APCP) in Valencia on November 6 and 7, 2025.
LIFTING OFF: INAUGURAL INTERVIEW
Karla Sofía Gascón, actress, writer, and activist, accompanied by Carlos Montiel, executive producer of FIGHT. Together, they focused on authenticity, truth, and freedom in communication.
Fresh from India with her award for Emilia Pérez, Karla recalled that what really lasts is emotional connection. She compared the filming of the movie to the unpredictable pace of an advertising campaign and celebrated how the final edit “achieved something truly wonderful.”
She also spoke about her role in “The cause of the accident that caused the fire,” CANADA’s campaign for ICEX, which she described as an excellent and emotionally honest piece.
CASE STUDY: CANADA & ICEX. THE CAUSE OF THE ACCIDENT THAT CAUSED THE FIRE
Lope Serrano, director and co-founder of CANADA, and Elisa Carbonell, CEO of ICEX, present one of the campaigns of the year, “The cause of the accident that caused the fire,” at the 13th Advertising Film Production and Post-Production Festival.
Their mission: to showcase Spain as a powerhouse of creativity and audiovisual excellence, guided by three pillars: talent, impact, and total creative freedom.
The director shared his doubts about the process—just like the character of Berta in the piece—because before shooting, he had to find the film, and before the film, the idea. A journey that raised the profile of our sector.
GLOBAL CHECK-IN: THE INTERNATIONAL PERSPECTIVE ON ADVERTISING PRODUCTION IN SPAIN
Mateo Luege, executive producer at Somos5 Madrid, moderates this panel sponsored by Mimetik, in which international voices evaluate our industry from the outside.
He is joined in this presentation by Mike Garrod, founder of World Fixers and CEO and partner of Maker; Jonsi Mesz, CEO of Oruga Mexico, Ecuador, and Chile (LATAM); and Paloma Adrien, Chief Production Officer of Publicis Groupe.
All 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 emphasized 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: THIS IS HOW WE DO IT AT &ROSÀS
Pol Martínez, executive creative director at &Rosàs, and Jordi Solé, head of production at &Rosàs, review the ten commandments that explain how they go from the brief to the final piece at the creative agency.
Martínez emphasized that creativity also grows within limitations and the importance of having directors with their own signature style. In addition, 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.
INAUGURAL PERFORMANCE: ALGÚN CUENTO Y UNA VERDAD
The artist, choreographer, performer, and dancer Jesús Carmona opened the 8th APCP Awards. It was one of the most unexpected and exciting moments of the 2020 National Dance Award. Jesús Carmona presented “Algún cuento y una verdad” (A Story and a Truth), a piece created especially for these 13th APCP Conference.
The artist began with 2:34 minutes 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.
AWARDS CEREMONY: WE RECOGNIZE THE TALENT OF THE SECTOR:
The presenter and artist Topacio Fresh was the master of ceremonies at the 8th edition of the APCP Awards. This edition was marked by a historic moment: for the first time, the Honorary Award was presented to José Manuel García Albuerne, the first president of APCP and founding partner of LEE. The award ceremony was attended by all the former presidents and the current president, inaugurating a tradition to recognize 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 advertising film production and post-production sector, highlighting the work of those who sustain the industry on a daily basis.
FROM BRIEF TO BRILLIANCE: THE PATH FROM ADVERTISING CREATIVITY TO EXECUTION
The APCP and the Creativity Club (c de c) presented this format of “15 very productive minutes” sessions. Moderated by Jorge Llama, managing partner and executive producer of The Production Club, the participants were: Tay Sánchez (Harry) and Mónica Moro (This is libre) with “Identiqué”; Iker Lemos de Calorro (Smile) and Carles Gómez (Fuego Camina Conmigo) with “Mimir es genial”; Juan Bascón (Roma) and Munia Bilbao (Sra. Rushmore) with ‘Roque’; and Matías Dumont (Antiestático) and Esther Matas (MONO) with “Pensemos bien las tradiciones que luego se quedan.”
Production companies and agencies 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 importance of craft, creative courage, and the relationship of trust between agency and production company, emphasizing this link as an essential strategic driver for great ideas to take off.
FROM VISION TO LEGACY: THE YOUNG DIRECTOR AWARD: PAST, PRESENT AND FUTURE
François Chilot, founder of the Young Director Award, and Ingrid Bragemann, brand ambassador in Spain and Latin America, encouraged young talent during the 13th Advertising Film Production and Post-Production Festival in Valencia, 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.
DREAM TO SCREEN: THE JOURNEY OF NICOLÁS BORI, FROM YOUNG DIRECTOR TO “BREAKING GLASS”
Matías Dumont (Antiestático) focused attention on director Nicolás Bori, who shared how his journey to the Young Director Award was marked by perseverance and working with limited resources, which proved crucial to his consolidation in the industry. From his early days filming without financial support to his definitive entry into the YDA with “Breaking Glass,” Bori recounted how adaptability, creative drive, and the support of figures like François Chilot and Matías Dumont were fundamental in bringing projects like “Mother Nature’s Power” and “Breaking Glass” to fruition, marking a turning point in his career.
THE FINAL COPY OF ILON SPECHT: THE STORY BEHIND L’ORÉAL PARIS’S MYTHICAL SLOGAN “BECAUSE I’M WORTH IT”
Patricia Muñoz (L’Oréal) and Lucía Angulo (McCann), moderated by Eva de Lera (Jury Member in Film Craft at Cannes 2025), reviewed how this slogan, which emerged decades ago, continues to be a cultural reflection that promotes female empowerment. This followed the screening of the documentary “The Final Copy of Ilon Specht,” where the responsibility of brands in reinterpreting messages with real impact was highlighted. Furthermore, data on positive conversation and the continued emotional power of the documentary about the slogan were emphasized, concluding that this message remains one of the greatest examples of the transformative power of advertising.
LET’S KEEP IT HAPPENING: FROM PRODUCTION TO POST-PRODUCTION
Ramón Arteman (Metropolitana) and Irene Núñez (LEE Films) reviewed the “Planazo Sofá” campaign for Iberdrola, focusing on how they integrated Artificial Intelligence into a traditional 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 limitations of AI, current legal challenges, and the importance of maintaining traceability and accountability throughout the entire process. They agreed that human talent, listening, and creative control remain the cornerstones of any project, even in the midst of technological advancements.
“MOCATRIZ” IN AUDIOVISUAL: WE TALK ABOUT VERSATILITY IN THE INDUSTRY
Arturo Valls and Marta Belenguer, moderated by Marta Martínez (Landia), discussed the role of versatile talent and how versatility makes all the difference in the audiovisual sector. Throughout the discussion, it was emphasized that humor remains a key tool for connecting with audiences and conveying profound messages in an accessible way. In a brief segment, Arturo Valls spoke about the recent launch of his rice brand. The panel concluded with the reflection that while the industry has evolved, adapting and maintaining versatility as a core value for growth in a constantly changing environment remains essential.
CLOSING
Adriana Piquet, General Director of the APCP, closing of the XIII Commercial Film Workshop on Production and Post-production of Advertising Film organized by the Association of Producers and Post-producers of Advertising Film of Spain (APCP) in Valencia on November 6 and 7, 2025.
