Grayskull is a production company that has captivated international screens since 2015. Specialising in the production of advertising and video clips, it also offers audiovisual production services to foreign production companies interested in filming in Spain. It offers the personalised attention of a creative boutique but with the production capacity of a true international powerhouse. Although based in Barcelona, they cross borders and have forged partnerships with production companies all over the world. Grayskull not only develops and produces projects and services, but takes them beyond conventional narratives by infusing each director’s unmistakable style.
We would like to highlight how the production company has collaborated with several companies in the sector to make possible the sponsorship of APCP at Cannes Lions 2024, this year at LBB Beach, on the Croisette Beach from 17-21 June, who will be with us on this international stage.
We spoke with Jesús Álamo, Daniel Monedero and Álvaro Priante, executive producers of Grayskull.
What inspired the creation of Grayskull in 2015 and what was the initial vision of the production company?
After several years of experience working for other production companies in the national market, we felt the need to create something new, where we could develop our production vision. To create an independent production company with the possibility of deciding which projects to enter, to grow together with our directors and to open up to more international markets. The work with Los Pérez or Augusto de Fraga have been production challenges with which we have grown as a production company. Another important objective of Grayskull from the beginning was to give the opportunity to new directors or those with experience in video clips to work in the advertising sector.
Could you describe the audiovisual production services you offer to foreign production companies interested in shooting in Spain?
Perhaps the main characteristic of our production company when it comes to providing services is that our production standards are, in an organic way, just as high as those we apply to our own productions. Grayskull was created with the philosophy of being a production company that accompanies and supports directors in developing their creativity. We are not a service production company, nor do we pretend to be, and that is why we take on each project as our own and approach it in the same way as an in-house production.
What criteria do you use to select the projects you get involved in?
We like to get involved in creative projects or projects with the possibility of bringing something different to the initial creativity, working on the treatment with our directors and presenting production designs that are attractive to the client.
Can you share an example of a project where you have refined the narrative beyond the conventional?
The latest campaigns we have produced together with Biscuit for Tinder with Los Perez are the best example of what we were talking about before. When the directors received the initial creative for Tinder’s “Going all the way” campaign, they worked to come up with something completely surprising and different. The production process was challenging, with special effects rehearsals, choreography tests with the actors, working with art… and managing to work on a tight budget.
The result was very good and for this reason the client has repeated several more campaigns.
They are pieces with a creative potential that made us work hard on them and they have been winning awards and recognition throughout this year.
What does it mean for Grayskull to collaborate in the sponsorship of APCP for Cannes Lions 2024?
Grayskull is an international brand that since its birth has been present in different markets and our presence in Cannes with APCP is nothing more than the consecration of this philosophy.
It will also be a good opportunity to meet with all these production companies with whom we collaborate internationally and to share impressions about production in the new international panorama.
What are Grayskull’s future plans as a production company in terms of expansion and new projects?
Our production company has had a clear and distinctive brand and philosophy since its inception. Therefore, our challenge is to grow and evolve while maintaining this nature. To be a creative boutique with a global character. We want to strengthen agreements with production companies in other countries that allow us to be competitive with costs, maintaining a high standard of quality in production, to be an alternative to the big global production companies. To produce big from small.
Interview by Carla Lara
