The Video Exploring the World of Spanish Design, La Llama, Premiered in Cannes

The Where Talent Ignites campaign, spearheaded by Audiovisual From Spain, the ICEX brand that promotes the talent, content, and capabilities of Spain’s audiovisual industry internationally, premiered on May 17 in Cannes with three short films: Flamenco, La Llama and La Tarara. The premiere was a resounding success, and the short films have received very positive reviews.

Through film, fashion, music, design, dance, animation, and contemporary culture, Where Talent Ignites presents a shared narrative: Spanish talent as a cultural and industrial driving force capable of making an impact beyond its borders. The campaign spotlights established names and showcases a cross-cutting Spanish creative ecosystem that brings disciplines, generations, and creative languages into dialog through complementary perspectives that connect tradition and contemporaneity.

In the world of animation and design, the short film La Llama weaves a visual journey that connects architecture, design, and the Spanish cultural imagination through a poetic, sensory narrative. The piece produced by White Horse and Apartamento, directed by Turbo (Pau López and Gerardo del Hierro) and animated by the studio The Post Office, is a work that offers a contemporary take on more than a century of Spanish creativity. Major names in Spanish animation have taken part, including Isabel Herguera, María Médem, María Trénor, Marc Torices, Jordi Labanda, and Khris Cembe.

The piece, featuring music by Yerai Cortés and the voices of La Tania and Leticia Sala, revolves around the conceptual and visual universe of Jaime Hayon, whose work serves as a metaphor for creative ignition and the narrative’s central thread. 

The film unfolds like a “mutating house” in constant transformation, where different eras, disciplines, and visual languages coexist. Through this narrative device, the film presents Spanish design as a living creative ecosystem, capable of reinventing itself without losing its identity and of engaging with global culture from its own sensibility.

More than 80 design pieces appear in the short film, created by 50 designers and produced by more than 30 brands.

Gerardo del Hierro comments on this project, saying, “it confirms our premise: there’s no need to wait for the meteorite; inspiration is something you go out and find. It has proven that collaboration isn’t just theory, but a tangible reality in which each person contributes their share of the fire. That’s what has enabled us to create an animated piece in record time, proving that together we are as unstoppable as that meteorite others just stand around waiting for”.

For his part, Pau López adds, “We were obsessed with creating a visual dictionary of reality.” Those objects that are there, on the periphery of your life, yet they dictate everything: from the chair where you wait for an agonizing medical test to the doorknob you turn on or the toilet brush. Mundane things, objects of desire, and pure, useful design.”

All three pieces are available at spainwheretalentignites.com