Dear friends,
So exciting! If you thought we were taking a break… You were wrong. Yesterday we closed the IX Commercial Film Workshop, in a hybrid format promoting the participation of speakers and audiences from different locations around the world. Without a doubt, it has been a memorable conference.
If you missed any of the talks, don’t worry! Starting next week you will be able to watch all of them on replay with your email and password.
ON BEHALF OF THE ENTIRE APCP TEAM THAT HAS WORKED ON THIS EDITION OF THE WORKSHOP…
…THANK YOU, THANK YOU,THANK YOU!
These months of work have been worth it thanks to many of you who are reading this newsletter. We would like to thank the Sponsors, Collaborators, Speakers, Universities and Attendees. Without you, it would not have been possible.
Thanks to @dicho_en_rodaje for dressing the Jornadas team in screen-printed t-shirts with famous phrases from shootings.
It has been two days full of talent, creativity, humour, learning and individual and teamwork; There have been great milestones, but the most important if possible is the theme of sustainability. The IV Edition of the APCP Awards has been the most colourful and sustainable, marked by the optimistic character and full of imagination.
October 19th morning, began with practical workshops on audiovisual production, presented from the Teatro Zorrilla in Valladolid.
MULTIFORMAT WORKSHOP IN COLLABORATION WITH GOOGLE
“Audiovisual production as an engine of change” Jorge López (Lead of Production & Video Acceleration Creative Works Google) talked about how storytelling is changing today. We are accelerating the way we do things, we have a lot of visual stimulation and we are very digitalized. This is what Google calls: Emergent Narrative.
He also developed other concepts such as the transformation in storytelling or the way of consuming content on YouTube and mobile, adapting the content to each format.
He ended with a powerful message for all production companies: “I insist, we have to be prepared for everything, the future is heading this way!”
WORKSHOP ON ENVIRONMENTALLY SUSTAINABLE PRODUCTION
Why be environmentally sustainable? Are we a polluting industry? This was the beginning of the second workshop moderated by Jaime Terol, (Line Producer of Lee Films). Sponsored by K is For Knowledge.
Discussed by: Paloma Andrés Urrutia (Consultant in Sustainable Audiovisual Production and Co founder at Mrs. GreenFilm), Flocelo Puig (Head of Business Development at Creast), Mar Robles (Chief Green Officer and Co-Founder of Greemko) and Oliver Lupiañez (MD & Founder K is for Knowledge).
The topic of sustainability was defined as the union of three variables called the 3 P’s: Planet, People and Profit.
There is a great lack of knowledge and there are advertisers who are unaware that their activity is not sustainable. Everyone has a lot to do, and the advertiser has a leading role to play. We must identify the problem. There are parameters that indicate how much we pollute (e.g. air transport) and we cannot turn our backs on this serious problem.
This workshop ended with a common idea that summarizes this debate on sustainability: Sustainability is a wonderful and frustrating topic at the same time, we have to adapt and live today and tomorrow.
CONNECTIVITY IN PRESENT TIMES
Presented by Miguel Escribano (Founder Executive Producer of HAROLD Entertainment)
WORKSHOP ON LIGHTS IN COLLABORATION WITH VELVET AND SERVICE VISION
Wireless connectivity in shooting. Sandra Valencia (Connectivity Technician) and Toni Hernández (Director of Photography and Co-Founder of VELVET).
Using different luminaires, they showed us how the new LED technology has made it easier to light with less light power since they are more efficient than the traditional tungsten ones.
Today, thanks to the advancement of wireless connectivity technologies and the performance of LEDs, there are new ways to control the parameters of the luminaires, these ways are: Connection via Bluetooth, Connection via IP or also called via WiFi, Connection via CRMX and Control Desk via DMX.
WORKSHOP ON IMAGE IN COLLABORATION WITH VELVET AND HOSTED BY EPC
What is 4k hdr and how does it affects the production? Carlos Castan (Manager Broadcast, Cinema and TV, Canon Spain) introduced this workshop with a short explanation about the benefits of 4k HDR.
He also provided Canon material so that the audience could see how it works and the differences between SDR and HDR. New technology that requires additional equipment and budgets. Then Julio Gómez (Pro AV Trainer, Beta Tester, Digital Cinema) explained: Why HDR? and is that working in HDR its cost-benefit is superior to any technology, it is more immediate and more striking.
HDR is here to stay!
WORKSHOP ON STREAMING WITH THE SPONSORSHIP OF MIMETIK
Streaming in shootings. Javier Lacasa (Principal Chief Executive Officer at Mimetik Systems) gave an overview of all the advances in streaming since we started and the technologies that are most used today.
This new way of connecting in real-time has been a great advantage for everyone and a big step towards the future.
THE POTENTIAL OF YOUNG TALENT
Spanish talent pool. Students from Miami Ad School present successful and award-winning cases in the latest industry festivals. Presented by Nunu Muñoz-Ramos (Creative & Founder Flirt).
Jara Dichas, Leandro Torres and Sergio Macías, Miami Ad School students, shared how they won the Creativity Excellence award with a campaign about how to treat menopause. And Victoria Sintes (Miami Ad School student) presented a work for the agency 21grams on cancer in the palm of the hands of the black community.
Even though they had few resources and rejected many ideas, they created high-level campaigns.
INAUGURAL EVENT: COMMERCIAL FILM WORKSHOP
At 15:45, local time of the Spanish Peninsula, on Tuesday, October 19th, the IX Commercial Film Workshop, the V Edition was inaugurated in Valladolid, the act was carried out by D. Juan Manuel Guimeráns Subio, Manager of the Sociedad Mixta para la Promoción del Turismo de Valladolid, and Albert Soler Cuyas, President of the APCP.
President Albert Soler Cuyas highlighted the tasks carried out in the Association in the last year, but most importantly, he announced the 10 basic principles of production that were created in a working group with the Spanish Association of Advertisers, the Association of Creative Agencies Transformers and the Association of Advertising Film Producers and that soon will come to light the four working documents in common.
For more information enter here.
HOW TO UNDERSTAND GOOD CRAFT FROM THE PRODUCTION POINT OF VIEW?
3 producer-partners talked to us about how they have applied this technical section to one of their projects, which have won awards at important festivals.
Pablo García Acón (Executive Producer at Primo Content) began by telling how the Cruzcampo spot was shot with ”Mucho Acento”. The process began with a test with the post-production company La Metro, searching through old files. From this, they considered using Deep Fake techniques with 3D reinforcement and developing sound software. They rescued images of Lola Flores and it was her daughter Lolita Flores who gave her voice. Despite the pandemic inconvenience, the premiere had a great reception and was a complete success.
Then, Nico Cabuche (Executive Producer at Landia), spoke about the winning project at Cannes: Stevenage, by David Madrid for Burger King. The insight was strong and the challenge was to communicate the concept very well. The success of this campaign was the Craft.
And finally, Jonatan Andrés (Executive Producer at Somos 5), explained how TALLK was produced together with Cheil Madrid. Behind this campaign there was a great 3D work where light plays a key role.
CONCHA WERT General Director of the Creative Club INTERVIEW WITH ANDRÉS ABERASTURI JR, CEO and founder of Pelonio Communication
Part II of conversations on how to understand good craft from the production of events.
The essence of this conversation was Andres’ request to the production companies to change the structures and be more flexible attending to the demand of content for all windows.
CHANGING OUR PRODUCTION MODEL TO ZERO WASTE AND CARBON NEUTRAL SUSTAINABLE FILMING IS POSSIBLE
This last discussion table presented by Alba Barneda (Head Of Production of Canada) and formed by Eduardo Vieitez (Ceo of Creast) connected in real-time with Kat Friis (Co-Founder of Green The Bid), Gabi Kay (Co-Founder of Green The Bid) and Jessie Nagel (Co-Founder of Green The Bid), leaders in the sector.
Green The Bid was founded to help reduce the carbon footprint created by production companies. They are committed to the most sustainable option, making the apparently impossible possible. Thanks to the collaboration of Green The Bid, the Association published months ago its first guide for sustainable productions in favour of the environment: The benefits are multiple and we can all create this process of change.
They invited us to join their initiative: Join us, it’s free, it’s good and we have a lot of resources!
IV APCP AWARDS CEREMONY
The fourth edition of the APCP Awards was inaugurated at 19:10 local time on October 19th.
Continuing with the theme of sustainability, this year the trophies were made from recycled material. Exactly, they have been made with a material called PLA for 3D printing that is made from natural and reusable materials.
An online and in-person gala, emitted in real-time, full of laughter and joyful faces animated by Enric Company Armengol. The Conference in Valladolid culminated with this awards ceremony, and below is the list of winners of the APCP 2021 Awards:
*To watch the complete Awards Ceremony click here.
To finish the first day PACO DAMAS gave a performance presenting his project ”Las Sinsombrero” in a concert dedicated to the poets of the generation of 27 as Rosa Chacel or Maria Zambrano; for the visibility of women, equality and against gender violence.
APCP ROUND TABLE – c of c
VERDADES COMO PUÑOS (TRUST LIKE FIST)
Creatives and producers face the truths they have never faced before.
In an anonymous way, the producers shared their truths, the 10 most repeated were selected and discussed by: Ivan Franco (Founder of Zissou), Mario Forniés (Founder and Executive Producer of Blur), Luna Esquerdo (Executive Producer at Bambina), Lucas Paulino (Founder of Ruso de Rocky), Isahac Oliver (General Creative Director and Partner at &Rosàs) and Mónica Moro (Independent Creative Director and President of the c de c) without holding your tongue.
THE PRODUCER OVER AND ABOVE THE BUDGET: THE ROLE OF PRODUCERS IN THE CREATIVE DEVELOPMENT OF PROJECTS
Toni Moreno, Agosto’s Executive Producer, interviews Sandra Hermida, Film Producer of more than 30 films. Winner of Goya awards for Best Production Direction for El Orfanato, Lo Imposible and Un Monstruo viene a verme, among other awards.
Sandra emphasized that the boundaries that are created between producers and directors must be broken, working together is key. “I like to talk about: we!”
To produce with a director, Sandra is guided by empathy and interest and explained that it is more of a seduction process.
From here, a relationship of trust is built. In short, what she enjoys most about her work is the relationship between director and producer: helping the director tell the story in the best possible way, bringing his or her vision, his or her ideas, to the screen.
SPANISH MUSIC AS A NATIONAL POTENTIAL
Hosted by Alondra Music, moderated by Fernando Vertua (Executive Producer of Fight Films), the following question was posed to music professionals: How does culture influence music in advertising?
To answer this question and many more we were joined by: Belén Coca (Creative Director, Singer and Coach, La Voz Creativa and Niña Vintage), Paco Damas (Musician), Carmen Rodríguez Díaz (Head Of Sync & Production at OEO & Parser) and Patricia Varas (General Manager At Alondra Music).
The new era of music has revolutionized the sector, and thanks to this evolution, music has brought innumerable creative possibilities. Paco Damas wanted to emphasize in his speech that it is now about focusing on quality music and understanding music as part of a culture, beyond the lyrics.
They encouraged production companies to be brave in the creative process of their advertising spots when choosing the music, to count on less known professionals and to adapt to the formats.
ROUND DISCUSSION TABLE ON FILM INCENTIVES IN SPAIN
As a preview of the Shooting Market Place, producers and public institutions explained how the Tax Incentives for filming in Spain work, moderated by Teresa Azcona, Vice President of the Spain Film Commission. We were joined by: Jaime Sanz (Expert Consultant in Tax Incentives), Juan Cano “Nono” (CEO and Executive Producer at Sur Film) and Javier Yraola Burgos (Project Manager at ICEX – Invest in Spain).
Spain has had tax incentives for several years, and thanks to the social bonus, many foreign production companies have been attracted to shoot in Spain. From 2015 until today, the requirements are being improved and the intention is to encourage the service activity. There are incentives of up to 30% of the investment per project shot on Spanish ground.
The production companies present there were encouraged to open the field of action to the advertising film sector.
THE ADVERTISING SERVICE. HOW IS IT FILMED IN DIFFERENT COUNTRIES AROUND THE WORLD?
Moderated by Chad Muserlian (Executive Producer at The Brownie Filmco) and producers Tessa Dóniga (Director of Grayskull), Yolanda Centeno (Director of Harry), Michael Lawrence (International Director of TF7-Algebra) and James F Cotton (Executive Director of Mamma Team) exchange views on filming around the world.
A casual chat between the filmmakers in which they talked about the main Home Market: the United States, Spain, Southern Europe…
Very different locations but a common feeling: to be at home, to work with a team that makes you feel at home and obviously that the locations meet all the needs for the shooting. But above all, you have to use the resources and adapt to the environment, and in the end everything will be fine.
Thank you very much for participating in this colorful edition with us! Starting next week you will be able to view all the presentations again on our website with your email and password.
