In one week the VI edition of the Advertising Film Production Activities will take place, framed within the Malaga Festival and organized by APCP together with the Malaga Festival and Malaga Film Office. Expectations have generated overwhelming enthusiasm, reaching already the capacity limit. For those who have not been able to register in time, if you fill out the registration form, you will be put on the waiting list. During the event we will provide coverage through social networks and newsletter.
From APCP, we want to highlight our commitment to innovation and the development of new technologies at the Malaga Festival within the field of advertising film and the audiovisual sector. The activities programmed for this edition offer a look into the future of the industry, with a focus on virtual production, Fake OOH, technological evolution and Screen Tourism.
Virtual Production
First, the presentation “Virtual Production: Behind The Scenes”, David I. Garcia, CEO of Magic Fennec, will talk about virtual production and the associated benefits, focusing on the key roles involved in its application and supported by real cases. Magic Fennec is a leading company in the virtual production industry, specialized in providing innovative solutions for advertising, film, television, animation, live events… They are a specialized team: 3D experts, audiovisual professionals, artists, producers, supervisors, designers, UI/UX and VFX artists, programmers, Unreal Engine, C++, and C# specialists and MySQL and NoSQL database administrators and architects.
Fake OOH and CGI technology
Secondly, there will be the presentation “The World’s Greatest Gin Tonic”, which, presented by David Rodríguez, Executive Producer, and Gabriel Alemán, Producer, from Dos 35, will put on the table the Fake out of home (Fake OOH) and CGI (Computer Generated Imagery) technology to make simulated outdoor advertising. CGI technology and AI techniques are an integral part of everyday life, especially in advertising. Although some outdoor advertisements may be fake (Fake OOH), they do not use AI techniques. They are techniques have made it possible to overcome economic barriers in content production, opening up the possibility of accessing scenarios that were previously cost-prohibitive. Fake OOH presents itself as an opportunity for the outdoor advertising industry, especially in the context of the advancement of artificial intelligence.
Technological evolution
Thirdly, the presentation entitled “Besos”, led by Victoria Piantini, MD/EP of Primo production company and Jetzabel Tapial, Head of Brand, Advertising and Audiovisual Production at Telefónica, will present a campaign that recreates scenes of everyday life over the last one hundred years (the hundred years of Telefónica) showing the technological evolution through the history of Spain and Telefónica. Fernández de Alarcón stated that Telefónica has gone from being a telecommunications company (technology helped connect people who were far away) to a technology company (through the use of the internet, drones, IoT or AI).
Screen Tourism
In fourth place, there will be “Screen Tourism: Andalusian Crush Spot”, presented by Pablo García Acón, Co-Founder and EP of the production company Roma and Javier Senovilla, Executive Creative Director of Ogilvy. In this presentation, they will talk about the creation and production of the spot and the worldwide reach and diffusion of the Andalusian brand. Screen Tourism is a form of cultural tourism, which aims to attract travelers to destinations that have hosted successful audiovisual productions. “Andalusian Crush” has focused on highlighting Andalusia’s cultural offer, with mentions of figures such as Federico García Lorca, Pablo Picasso and Paco de Lucía. The Junta de Andalucía has changed the traditional codes of tourism advertisements, focusing on attracting people interested in the heritage and cultural richness of each area.
Knowledge of advertising cinema in universities
Through university professors and students, we will find out what importance is given to advertising film and what universities are doing to broaden knowledge.
