Carlos Barciela Conill
Production Director Carlos Barciela of Conill discussed how production is getting more democratic and how times have changed in the ad industry. He said that today the most successful production companies not only have the artistic talent but the ability to adapt to new production, budget and scheduling conditions.“Actually, production is still the same – the only change is where it ends up. What happened is that everything now goes much faster, because much of the time once spent making TV commercial is now occupied with turning out a bunch of small deliverables for social networks. Budgets are sometimes similar, but now when you have to deliver many more items, they seem to have shrunk, and that is today’s production challenge” he said. He noted that the quest for directors and creative partners has become more democratic. “In the past you used to work with people you knew or who were recommended by people you trusted. Now, with the Internet and all its global reach, you can find people all over the world. Available in every area are hundreds of music composers, production providers, talent of all kinds. Production needs are much more specific and an ad’s characteristics much more precise, but with so many options, the quest for talent is almost scientific. The research takes more time, but I think it’s amazing” he said.
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