“Beyond fiction”, a masterclass on the frontier between fiction and advertising

The publicists Gabe Ibañez and Lucas Paulino will give a masterclass on 11 November in Barcelona.
04.11.22 - Education,

The closing masterclass of the first edition of the Master in Storytelling for Brands will feature two big names in the advertising and fiction sector: Gabe Ibañez and Lucas Paulino. 

Carla Simón presents at the Venice Film Festival a short film financed by Miumiu, Luca Guadagnino creates and shoots a short film as Zara’s Christmas campaign. More and more we find film directors shooting commercials for brands, advertising creatives writing fiction projects, brands subsidising content…
In this masterclass Gabe Ibáñez and Lucas Paulino will talk about the frontier between fiction and advertising, two worlds that in recent years are becoming increasingly mixed, and where the processes are becoming more and more similar due to the irruption of platforms.

The masterclass will be moderated by the directors of the Master, Luna Esquerdo, founder of Bambina Films and Marc Sánchez, independent creative director. After the masterclass there will be an afterwork with the speakers and the directors of the Master.

The masterclass will be held on 11 November at 5.30 pm at La Casa de les Punxes. Seating is limited and attendance must be confirmed through the following form before 9 November.

About Gabe Ibáñez

Born in Madrid and with a degree in Image Sciences from the Complutense University, Gabe Ibáñez began his professional career working as a geometrician and post-production supervisor.

Since 2000 he has developed his career in different countries as an advertising director, and his work has won awards at numerous international festivals. In 2001 he founded the design and post-production company User T38, with which he has been visually developing his film projects ever since.

In 2007 he won the Special Jury Prize at the Clermont-Ferrand Festival with his short film Máquina. In 2009 he premiered Hierro at the Critics’ Week at the Cannes Film Festival. In 2014 he directed and wrote Autómata, a film starring Antonio Banderas, which competed for the Golden Shell in the official section of the San Sebastian Festival.

He is currently in the post-production process of the mini-series El Silencio, shot for Netflix and to be released on the platform in 2023.



About Lucas Paulino

Degree in Advertising and Public Relations. Founder and Executive Creative Director of El Ruso de Rocky. Winner of multiple awards with his first short film, The Story, to which Sam Raimi has bought the rights.