The APCP consolidated its commitment to production, innovation, and talent with the VII Production and Post-Production Activities of Advertising Film within the framework of the Festival.
The APCP successfully held the VII edition of the Production and Post-Production Activities of Advertising Film at the Málaga Festival, once again establishing the city as one of the main showcases for advertising cinema and reinforcing its positioning as a strategic filming destination.
The activity began on March 18 with a scouting organized in collaboration with Málaga Film Office, aimed at promoting the industry and highlighting the city’s potential. The main event took place on March 19 at the Teatro Echegaray, featuring a comprehensive program of presentations, interviews, and panel discussions focused on artificial intelligence, new technologies, and the relationship between fiction and advertising. Additionally, the event involved emerging talent from SchoolTraining students, who participated in the production of the event.
The inauguration included speeches by Juan Antonio Vigar, director of the Málaga Festival, who emphasized the relevance of advertising cinema and the role of the APCP in attracting investment; and María Jesús Horcajuelo, president of the APCP, who announced, together with Juan Manuel Guimeráns, president of the Spain Film Commission, the agreement reached between both entities. Belén Carrasco, from Málaga Film Office, shared positive data on filming from the past year, highlighting nearly 100 advertising productions and an economic impact of 5.4 million euros.
The presentations featured Metropolitana, Somos5, Grayskull, and Palma Pictures, who shared case studies and reflections on the present and future of the sector. Topics included the real impact of AI on post-production processes, its responsible use, and its potential to optimize time and costs, as well as high-impact creative and socially recognized campaigns at international festivals. The evolution of advertising production companies toward other areas, such as fiction, documentaries, or international service, was also highlighted.
The day concluded with a panel discussion on fiction and advertising, which generated special interest among the emerging talent present, and the closing remarks were delivered by Adriana Piquet, general director of the APCP, who thanked sponsors and collaborators and highlighted the positive findings from the Economic Impact of Advertising Production Report published by the association.
With this seventh edition, the APCP reinforced in 2025 its commitment to the industry, innovation, and training, consolidating Málaga as a key meeting point for national and international advertising cinema.
