APCP’s flagship event celebrated one of its best editions to date with an extensive program and numerous new features.
Last November, the APCP held its 13th Commercial Film Workshop in Valencia, an event that combined location scouting, forums, case studies, conferences, and panel discussions, showcasing a sector in constant evolution focused on excellence, creativity, and transparency.
The scouting, organized in collaboration with Valencia Film Office, allowed production and post-production companies to explore iconic spaces such as the Central Market, the Palacio del Marqués de Dos Aguas, the Hortensia Herrero Art Center, and the Coven Carmen building, highlighting the city’s narrative and aesthetic potential and reinforcing its position as an attractive destination for advertising shoots.
The Advertisers’ Forum focused on transparency, best practices, and the optimization of production processes. Speakers from BBVA, Telefónica, and MCA shared experiences and emphasized the positive impact of working with APCP member companies. The forum also addressed the legal challenges posed by generative AI regarding artists’ rights and the growing importance of talent as a differentiating factor in a competitive environment.
Among the highlights of the workshop, the opening interview with Karla Sofía Gascón, actress, writer, and activist, explored authenticity and emotion as central elements of communication. The campaign La causa del accidente que provocó el incendio by CANADA and ICEX, an international fashion film that showcased Spanish creativity and talent in advertising, was presented and later awarded Best Production of the Year at the VIII APCP Awards.
The event included international panels moderated by MIMETIK, featuring representatives from Publicis Groupe, World Fixers & Maker, and Oruga LATAM, who emphasized Spain’s reliability, technical talent, and fiscal advantages as a production destination. APCP member production companies such as &Rosàs, LEE, and Metropolitana presented their methodologies, from the initial idea to final delivery, including the responsible use of AI in post-production and the importance of creative control and human talent throughout all processes.
The Young Director Award and the presentation by director Nicolás Bori highlighted the value of emerging talent and the perseverance required to establish oneself in the industry, reinforcing APCP’s commitment to training and visibility for new generations. Historical projects were also discussed, such as the documentary on L’Oréal’s claim “Because I’m Worth It,” which demonstrated the cultural and emotional relevance of advertising and brands’ commitment to empowerment and responsible communication.
The workshop culminated with the VIII Edition of the APCP Awards, presented by Topacio Fresh and Adriana Piquet, APCP’s general director. The ceremony included the first Honorary Award to José Manuel García Albuerne, APCP’s first president, as well as recognitions for the sector’s top professionals and teams: Metropolitana as Best Image Post-Production Company, La Panadería as Best Sound Post-Production Company, Marc Morató as Best Colorist, Lope Serrano as Best Director, and La causa del accidente que provocó el incendio by ICEX and CANADA as Best Production of the Year, among other awards covering technical staff, agencies, and advertisers.
These workshops and awards consolidated Valencia as a benchmark for advertising cinema and highlighted the APCP’s commitment to excellence, innovation, transparency, and the recognition of talent across the entire Spanish audiovisual production chain.
