Google continues at La Villa del Mar to analyse how new technologies impact audiovisual production
Day four included sessions on formats that change the user experience, as well as on the financing of audiovisual projects
La Villa del Mar has continued its programme, analysing transformations in creative processes through artificial intelligence, as well as holding discussions on financing and new formats.
Google has organised its second meeting within the framework of this initiative, exploring the latest generation tools that are driving audiovisual creation and opening up new dimensions in digital storytelling. Carmen Páez, Undersecretary of the Ministry of Culture, began by addressing the debate surrounding AI: "It is the present of the sector, a technology that has been implemented very quickly and that generates very diverse positions. At the Ministry, we want to reflect on this technology, but we must always keep the human value of art at the centre.”
Ignacio Vela, manager of the Institutional Relations team at Google Spain, responded optimistically. "Cinema was also a technological revolution and that has not diminished creativity. On the contrary, it enhanced it and has embraced other technologies such as sound, colour and VFX in its more than 100 years of history.” Following this thread, Jesús Plaza, from Diva Estudio, and director Anna Giralt brought their personal experience of using AI to the panel.
Innovation in financial instruments for audiovisual projects also entered the conversation at La Villa del Mar in a roundtable discussion organised by CREA SGR, SEGO Finance, and EGEDA. Jesús Prieto, director of CREA SGR,, presented this entity’s work in providing financial support to the audiovisual sector over the last two decades. He also announced that 373 million euros were granted for project financing during 2025.
Meanwhile, Rafael Sánchez, Director of Institutional Relations and Communication at EGEDA and director of PLATINO Crowdfunding, presented this crowdfunding platform specialising in audiovisual projects.
The day continued with the presentation of SEGO Creative. Its director, Patricia López, explained how this initiative works and stressed its potential to open up new avenues of financing for the audiovisual sector.
Octavio Dapena, Director of Platino EDUCA; Javier Villaseca, CEO of SEGO Finance; José Antonio Hergueta (MLK Producciones); Anna Saura (Donya Telca); Ángel González (Crowdants); Sonia Bautista, director and producer, also offered their personal experience in audiovisual project financing.
New formats under discussion
Today a bridge has also been built at La Villa del Mar between filmmakers and digital creators, between classic storytelling and the adapted vertical format. Distribution in smartphone culture was the central theme of a workshop by Tomás Escobar. "What we're looking to do is find a business model that is more aligned between the creators and the platform and to be able to share in that success as it grows," said Shorta's CEO.
In order to transcend the rectangular format, the event dedicated two workshops to rethinking the audiovisual experience. In a talk with the collaboration of ANCINE, Pedro Fernández from Welab unravelled the expressive potential of 65 mm lenses with a live technical demonstration.
Laura Garrido invited the audience to question current production models, proposing a paradigm shift where strategy and creativity converge in a vision focused on immersing the spectator in the stories.
Garrido's reflection was completed with the session that Ramiro Navarro dedicated to production with creative agents designed specifically for each department. "In advertising, we’ve used an agent to collect network information and find our niche audience. Then we simply tailor the message and images to create a community. It improves the product greatly, because you gain enormous speed in production".
All talks and interviews with experts are available on the YouTube channel: Málaga Audiovisual Tech.
Augmented reality comes to Plaza de la Malagueta
The future of creation and new market demands be the focus of analysis at La Villa del Mar this Wednesday. The technological event will also move to Plaza de la Malagueta, where a new, interactive augmented reality exhibition module will open its doors.
The schedule is available on the Festival website.
La Villa del Mar is organised by the Festival de Málaga in collaboration with El Polo Digital and the Ministry of Culture, and is sponsored by Google and Olin.
