Solworks was born as an international service production company dedicated to cinematographic and photographic projects based in the Balearic and Canary Islands. After 10 years of experience in a multitude of productions, they have decided to take the leap to become a creative production company, with a carefully selected plan of national and international directors, and opening a new office in Madrid. In this interview, we will delve into their work: their experience in the realization and production of international projects, their connection with the Islands and their creative evolution.
Solworks now covers the entire formidable catalog of locations offered by the Spanish territory and is fully available to shoot wherever and however the project requires, and always making excellence, inclusion and respect for the national environment its main hallmark. With advertising always as the main focus Solworks is also immersed in the production of series, films and documentaries. This production company always manages to impregnate in its works the characteristic essence coming from our warm islands.
From APCP, we have seen your trajectory, growth and progress in each project, how do you approach creativity and innovation in your projects to stand out in the advertising industry?
First of all, thank you very much for your words. We have always believed that creativity has to be at the center of all production. It doesn’t matter if you do a service for other production companies or you develop the project yourself from the beginning. It always has to be in the conversation. That’s why we evolved. We also wanted to be in other parts, more in touch with the creative process from its origin.
Can you tell us about successful projects (national or international) that you have worked on recently?
The truth is that this year there have been many that we are proud of. To choose three, I would perhaps name the work we did with Shining Film for Swiss Air. A film that we shot in 5 days between Barcelona, Canary Islands and Morocco. A challenge that we enjoyed very much and in which from the service we worked side by side with the production company, the director, the agency and the client. It was really a very complicated production design, but seeing the recognition that the campaign is having, we are very happy with all the effort and complications that we had to overcome. Within the national market, perhaps the campaigns we did for Domino’s and Endesa with Sra. Rushmore and Leo Burnett respectively were the leap we wanted to make within the national market.
Spot Domino´s
Spot Endesa
What is your specialty when it comes to working in Spain?
This is always a complicated question. We believe that we are prepared for all of them. We really feel that way. For any kind of project. I would say that our specialty is to put the soul into all the campaigns that clients and agencies decide to put in our hands. It’s a matter of returning the trust of those who believe in you and put their money and their ideas in your hands. For us, this is a very serious matter.
Why have you decided to evolve as a production company in terms of creativity with respect to your service trajectory?
As I mentioned at the beginning. I think it was a natural evolution within the production company. We felt that we were already a recognized production company, especially at an international level, with many projects shot per year but that we were not properly represented in the national market. We also wanted to be in another part of the process and be in contact with agencies, clients, creative directors… We needed to put all our experience, our way of producing and our ability to cover many territories and locations and finally take it to another level within national productions. We couldn’t be happier with the decision.
We like to talk about achievements… You have been winners in Edi 23 with Shining Film and “Swiss Little Adventures” with your service production. What does it mean for Sol Works to be recognized in international awards?
For me this campaign is the perfect example of what a production service should be. It’s about helping, building a team, providing production and creative solutions to your client so that their story can become a reality in the best conditions, within the budgetary limits that tie set at the beginning and with the quality guarantee demanded by the director and the level of the production company. It is an immense joy to have such a difficult job recognized by other colleagues and at festivals.
Spot Swiss Air
We want to know, how is your future projection?
Simply to continue working and growing as we have done so far. In the end everything comes naturally. It has always happened that way. Now we are also developing our fiction department, which as always we approach with the development of our own projects on the one hand and doing production services for third parties on the other. We are very excited about the work we have already done for foreign platforms and production companies. We know there is a huge potential there. In advertising we would love to continue to be involved in projects, of whatever size, but that make us work and give the best of ourselves. And to be able to be proud of the result.
And finally, for those who aspire to follow in your footsteps in terms of creativity and specialization of locations, what advice would you give them to stand out in the world of production?
Phew. This is also a difficult question. In the end, there are many of us producers working in this sector. And I think many of them do it very well. In the end the only important thing is to work (hard) believing in your team and in yourself. Do it honestly and in the way that each one of us believes is the right way. From there, each one of you will create your own network (which never stops growing) of clients and contacts. Then every job you get, that you fight to win, you have to take it as an opportunity, as if it were your last. You have to be open to learn from each production, and not be afraid to improve. You can always do better.
Interview by Carla Lara
