BLUA is an independent advertising production company based in Barcelona, Madrid and active in the Canary Islands.
BLUA creates ad hoc ecosystems for each project, teams where directors, photographers and producers collaborate to say “hello!” to inspiring life stories. They collaborate to capture emotions, capture sensations and produce content full of nuance and intention.
Eugenia Esquerdo, Blua’s Executive Producer.
We spoke with Eugenia Esquerdo, Blua’s executive producer.
What do you consider to be your specialty when it comes to projecting the narration of each story?
At BLUA we come from different fields. In my case I live advertising in a very passionate way, I believe in the impact that a spot or an advertising piece can have. Creativity, message and a good craft must prevail. In the case of Juan, also executive producer of BLUA, with a background in fiction and documentary, the weight falls on entertainment, an increasingly present aspect in advertising.
Then, flexibility and empathy with each agency, with each advertiser, is never lacking. We understand that we are providing a service to a client who has certain needs, and that means accompanying each one of them until we have the final piece.
Can you tell us about your experience working with large advertisers?
There are clients we have been working with since the beginning of BLUA. Nike, for example, fills us with anecdotes with top-level elite athletes, where the pressure is extreme and the timelines are extremely tight.With feasible shooting plans and flexible equipment, we were able to enjoy all these experiences.Impossible to highlight just one anecdote.
Seeing that you recently shot a videoclip for Baiuca, how do you adapt to carry out projects that are not only advertising?
There is a part of cultural interest in what is happening in our environment.In the office we are already fans of artists like Joe Crepúsculo or María Arnal and we are quite active in keeping up to date with the music scene.
We consume music videos and we love being able to add to these types of productions.
Dedicating part of our day to day to projects outside the advertising environment allows us to produce experiences that are perhaps more difficult to propose to an advertiser. We also try, risk and bet on new technologies or new production scenarios.
Can you highlight any advertising project that you consider successful throughout your career?
Perhaps the most relevant of all our trajectory is the Trapa campaign “Una Fotografía Irrepetible” that we produced for FCB&Fire. This campaign, with shooting on the island of Borneo, was a major production challenge. A campaign photographed in a primeval forest, which had not yet been visited by man, with several days of travel to get there. A forest that months later would disappear because of the palm oil industry. An incredible production adventure that will hopefully raise awareness. Luckily, it brought a lot of awards at festivals and made us grow as a production company.
Also with creative director Jesús Revuelta we produced another multi-award winning campaign such as “Cambios” for Wallapop. This campaign, starring actress Lola Rodríguez, won Best Branded Content of the Year at the BCMA 2021, as well as a life lesson.
Would you like to tell us about any project you are working on?
In terms of advertising, next week we have a 3-day production for Europcar in Barcelona, complex and with several locations.
And currently with Baiuca we have a project of 3 video clips between Barcelona and Galicia.The first one is out, a production with lighting design by Oscila studio in Barcelona and directed by Jordi Cussó, and we have two more that we are working on and that will be on air in the coming weeks.
What are Blua’s long-term goals as an audiovisual production company?
We are a production company that has, fortunately, many miles to sail. Many goals on the horizon. One example would be to become more established in Madrid, where we are beginning to be relevant but where we still have a great possibility of growth, with more agencies that continue to trust us and always keeping the focus on producing with a higher quality standard. Better craft, better ideas.
Sustainability in productions must also continue to be a goal until we have to stop mentioning it someday. Also to keep fighting until we achieve total gender equality in this still very unequal industry.
In addition, we want to take a small leap into the world of documentaries, with a production that we are working on with great enthusiasm.
I could go on listing BLUA’s goals, fortunately. That engine is infinite.
Interview by Carla Lara
