Iván Franco Hidalgo, EP of Zissou
Welcome to a very special interview! Today we have the honor of speaking with Iván Franco Hidalgo, Executive Producer at Zissou, and member of the CRAFT jury for the National Creativity Awards 2024. Ivan will give us a unique insight into his experience in the creative industry.
As part of the CRAFT jury for the National Creativity Awards 2024, what is your main criterion when evaluating creative output?
The truth is that it is a concept that has been used a lot lately, perhaps even hackneyed. In my opinion, the concept of audiovisual production is an act of faith. We bring to reality things that are on paper and in that way there is already a creative process. For me, what really matters is that, with the means at our disposal, we look for the right tools to make that piece as good as possible. Creative production has more to do with empathy and the search for ways that are not always comfortable for everyone, so that the resources we have are optimized to the maximum. The processes of this profession are complex, and many times we get lost along the way. I believe that the most important thing is to protect the idea above all else and try to make it easier for everyone involved, agencies, advertisers and production companies, to meet their objectives.
There are more and more audiovisual content consumption formats and we must continue to evolve and adapt to the new times. It is essential to keep growing the number of brands that definitely bet on new audiovisual formats in their communication. Entertainment options are undoubtedly some of the main objectives of our industry in the medium term.
The future is here, CGI technology or AI techniques are part of our day-to-day processes. Incorporating these tools into production processes makes our work much easier. There is a very exciting challenge in this regard. I think the scenario, the tools to be used and the processes are going to be a real revolution when it comes to approaching projects. The role of the creator is going to become more and more important thanks to all this.
The Stadium of the Future – Telefónica and RMCF
How do you feel about being part of the CRAFT jury and what do you hope to contribute to this process of recognizing creativity?
I have felt, and still feel, very grateful to all my colleagues on the jury, it has been many days of learning, in which the diversity of criteria has made us better professionals. I, from my role more linked to the structure of the production companies, have been able to see different points of view farther away from the strict criteria of the craft and I am very happy with that. I think we have all learned and we have tried from the beginning to weigh everything in its respective scale.
We have valued during these days many pieces with a very high level that have nothing to envy to other countries. In this country we are doing things right, and we are highly competitive in all aspects. The relationship between craft criteria and value of ideas is high. I think that, in that sense, we live in a business that is very sensitive to changes in society and this is reflected in this year’s work. Everything is changing and advertising, with the new times, too. The ideas and the craft of our projects are in tune with that.
Sad Restaurant – KFC
How do you define the philosophy behind Zissou and the motto “Human Imperfection”?
At Zissou we are very committed to the value of ideas and we believe that the talent of our directors is a perfect tool to make the ideas that come to us grow. “Human Imperfection” hides an axiom of weakness of our times in which data and all that surrounds it is not always the solution. The reality is that what really excites us goes in other directions, and it is in this search that we like to be positioned.
Zissou’s company culture is associated with the continuous search for managers who are not like us, do not think like us and do not act like us. We always aim to put talent, the value of ideas and craft first in everything we do. Because it is only from that place where we feel vulnerable that our true ability to think and move is born.
That’s how romantic we are! We have been enjoying this beautiful profession for more than ten years and our goal is to maintain this spirit.
Go Zissou!
Zissou’s greeting 2024
Interview by Marina Carazo
