Alauda Ruiz de Azúa, Meghan Shaw and Mireia Martinez, founding partners and executive producers of Igloo Films
Igloo is a female-owned production company located in Madrid and Barcelona. Its main purpose as an audiovisual production company is to meet the growing need of brands to create quality work at a rapid pace. They define their own essence as follows: “Our DNA: love for challenges, human touch and sense of humor.”
This production company not only works and produces commercials, but also gets involved in the creation of documentaries, music videos, and short films.
We spoke with Mireia Martinez and Meghan Shaw, founding partners and executive producers of Igloo Films.
How do you manage to meet the needs of clients when it comes to creating quality productions at a fast pace?
For us, the most important thing is to establish a relationship of total trust between Igloo and our customers. We try, as much as possible, to team up to go hand in hand in the production process, which is reflected in the final result. To this day, we believe that Igloo has an image that corresponds to what was said.
What is your specialty or how do you reflect your “DNA” in each project?
For us, the 3 basic pillars are: professionalism, respect and humane treatment. Creating a good work environment, which facilitates processes and helps when facing problems and finding creative solutions from calm. That said, we believe that each project deserves special care and that’s how we treat it every time a script comes to us, starting with the director’s proposal, production design… etc
Can you tell us about your experience working for successful brands?
Last year we produced several Caixabank spots that were a different, fun experience and partly a challenge: We climbed a mountain, paddled on a lake and skated on ice…
What projects would you highlight in your professional career that are not commercials?
Throughout Igloo’s trajectory, in addition to advertising projects, we have produced documentaries, short films and video clips, which have allowed us to exploit our creative side a lot, since almost all of them have been projects that have been created from scratch in the production company.
Can we know details about any projects you’re currently working on that you’d like to share?
We are working on a very interesting branded content project in which we control the entire process from the beginning: from the development of the script to the premiere of the production. We have the know-how that our founding partner, Alauda Ruiz de Azua, has in the field of fiction. Intertwining fiction with advertising is an area where we are very comfortable.
What is Igloo’s vision for the future as an audiovisual production company?
We are right now in a very lively and changing moment in our sector. On the one hand, the new ways of communicating with social networks and on the other, the issue of AI. That said, as a producer, we believe that there is no choice but to adapt to the reality of the market and assume that there are things that are changing, therefore, adapt to it and enjoy along the way
Interview by Carla Lara
