This past March, I completed the Curso de Cinematografía y Montaje para Publicidad, a training program organized by ESCAC in collaboration with Pixelian, the school of film and visual arts. Throughout the course, we set out to understand, in a hands-on way, how an audiovisual marketing campaign is built from scratch—going through every stage: from developing the idea and the briefing, to pre-production, shooting, and final editing.
It was an intense and comprehensive process where we not only learned techniques, but also how to work under pressure, make creative decisions with strategic intent, and understand how trends, storytelling, and even budget shape the final result. Each session brought us closer to the realities of the professional world.
For the final project, we developed a campaign to relaunch the comfort of Saguaro sneakers. The challenge was to create a multi-version commercial piece: we produced a main 30-second promo, two 60-second versions for different platforms, and a set of graphic assets to visually support the campaign.
What I valued most was seeing how, despite coming from different levels and backgrounds, we achieved a strong result thanks to teamwork and the dedication of every colleague. Collective creativity and constant collaboration were key to making this project happen.