The VFX industry and ‘colour grading’ in La Villa del Mar

Another day of activities that highlight the synergies between the audiovisual and cultural industry and new technologies

The third day of La Villa del Mar, the Festival de Málaga's new space where technology and culture converge, focused on generative artificial intelligence and extended reality content.

As part of Gaming and immersive experiences, cinema from the world of video games was discussed through a talk with Víctor Marín, the director of RETAP, a short film that won an award at the Festival de Málaga, which mixes stop motion animation with real action in black and white. A risky project that looks more like a comic book in motion than a film. After the screening of the short film, there was a question and answer session with the audience to better understand the production and post-production process.

Jesús Manuel Terrada, social media creative at Freepik, offered a new workshop for audiovisual industry professionals on generative artificial intelligence to show the revolution it is bringing about when it comes to generating all kinds of audiovisual projects. In his talk he reflected on the uncertainty of the advent of artificial intelligence and whether or not this will lead to the disappearance of the role of the creative. In contrast, he has shown examples of tools they use at Freepik to help empower creators.

On the other hand, Salvador Simó, director of Dragonkeeper; Ricardo Campos, artist advisor; and Isabel Barbancho, doctor of telecommunications engineering and professor at the UMA, spoke about the revolution that artificial intelligence has brought about in the creation of images and in music production. This activity discussed the challenges, opportunities and best practices for integrating artificial intelligence into audiovisual production without losing the human essence of art, which can never be replaced.

Another of the topics discussed at the round table moderated by Jo Sol and with the participation of Pau Aleicum, Valentín Roma, José Luis de Vicente and Gabriel Ventura, were the new formats and new disciplines in which proposals were presented. They discussed new realities such as artificial intelligence, virtual reality and stereoscopic techniques as well as how technology will affect the evolution of images.

Among the activities, another highlight was the talk "From optics to colour grading: achieve your best cinematographic look" in which Pedro Fernández, CEO of Welab Professional Equipment, showed how the choice of lenses has an impact on the final aesthetics of an audiovisual project, and how colour correction and management complement this decision to achieve a coherent and powerful cinematographic look, from the pre-production itself.

Finally, Ricardo Gómez Elite, VFX coordinator at ECAM, gave a talk on the visual effects industry in Spain and its current growth. In it, attendees were able to learn how the figure of the VFX supervisor has become an indispensable role in many of the phases of an audiovisual project.

Branding will take centre stage on the fourth day of La Villa del Mar


Tomorrow the activities framed in Branding by IPG Mediabrands Entertainment on the importance of creating entertainment brands that differentiate us and developing new models of collaboration and strategic alliances will be the focus of the talks.

The day will open with a talk by Jose Luis Rebordinos, director of the San Sebastian Festival, and Poncho García-Valenzuela, CEO of IPG Mediabrands Entertainment, on the role of festivals in the audiovisual business, as well as talks on the keys to creating relevant and profitable films in the current context, the role of brands in the entertainment industry and the rise of Sport Entertainment.

The complete schedule is available on the website.