After standing out last year with “The cause of the accident that caused the fire”, Audiovisual from Spain, the ICEX Exportation and Investment program to promote the Spanish audiovisual industry internationally, expands its “Where the talent ingnites” campaign with “Stories travel further”, three new short films.

The entity presented them in Madrid on June 12, after passing through the Cannes Film Festival in May and the first edition of the Spanish Film Festival in Mexico City, and they are available to all audiences on the program platform. Like its predecessor, the three pieces are designed to show the world the strength and diversity of Spanish creative talent.

As explained by the ICEX, this second phase of the campaign “brings together cinema, fashion, design, dance and contemporary culture through a series of audiovisual works that reflect a shared and constantly evolving creative ecosystem.n.” Each short film explores different creative expressions and exposes a dialogue between tradition and innovation.

The short films are the following:

the flame

“The Flame” proposes a visual journey that connects architecture, design and imagination through a poetic narrative designed to “be felt,” as the piece itself indicates. The short film explores how an invisible force can inhabit a space, influence those who inhabit it, and guide the viewer through a range of emotional states, from intensity and chaos to moments of profound calm.

The work establishes a sensory metaphor around the creative spark and sets the narrative in a kind of mutant house in constant transformation and in which different epics, disciplines and visual languages ​​coexist that pay tribute to the history of Spanish design and creativity. With this, it conveys its ability to reinvent itself and dialogue with global trends without losing its identity.

It was written by Leticia Sala, produced by White Horse and Apartamento and directed by Turbo, the director duo composed of Pau López and Gerardo del Hierro. In addition, it features character design by artist Jaime Hayon, animation by The Post Office studio, an original soundtrack by musician Yerai Cortés and the voice of La Tania.

As the directors have pointed out, the piece seeks to convey that you see something that is sought, not expected, and that can be found anywhere. “We were obsessed with creating a visual dictionary of reality. Those objects that exist on the margins of life, but that somehow define everything: from the chair where a transcendental medical result is expected to the doorknob that turns or the toilet brush.“; commented Pau López. “Everyday things, objects of desire and purely functional design”.

The piece also shows original pieces by Spanish designers, reinvented from a new perspective. Thus, you can see lamps by Álvaro Catalán de Ocón, chairs by Andreu Carulla, proposals by Antoni Gaudí or designs created by Inma Bermúdez for brands such as Ikea, Marset or Sandal.

Flamenco

This short film by award-winning filmmaker Carla Simón revisits Spanish flamenco through a contemporary lens, exploring the tension between heritage and creative freedom as the emotional and narrative core of the film, as reported by the ICEX. The piece places the body and dance as protagonists of a story that connects tradition and modernity and addresses the continuous reinterpretation of legacy.

The piece stars Rocío Molina, produced by Mamma Team, and features participation in the music and soundtrack with El Niño de Elche, Dolores La Agujeta, Carmela Greco and Ángeles Toledano. The short seeks to pay tribute to a practically forgotten film genre, the flamenco musical.

“What fascinates me most about flamenco is its constant tension between tradition and innovation.“, commented Carla Simón. “It is a cultural language deeply recognized outside of Spain, which at the same time remains a vibrant space for creation, where the borders between the pure, the modern and the experimental are always changing.“.

The Tarara

“La Tarara” explores the intersection between fashion, film and visual culture through an intimate story starring a child, his mother and his aunt. Creativity, fashion and their transformative power in people and objects articulate a reflection on expressiveness and aesthetics.

It was directed by Nicolás Méndez and produced by Canada, which was also responsible for the production of “The cause of the accident that caused the fire.” It stars Ingrid García-Jonsson, Bárbara Lennie and Lucas Catalán, with special appearances by Rossy de Palma, Milena Smit, Eugenia Silva, Arón Piper and Miguel Bernardeau.

“Creation is a form of connection. A work is completed when someone receives it, recognizes it and makes it their own. I’m interested in how imagination can illuminate the truth of characters and how a story comes to life once someone reinterprets it.a”, Nicolás Méndez has pointed out. “EThe project dialogues with the contemporary cultural identity proposed by ‘Where Talent Ignites’ and seeks to celebrate Spanish creative talent born from the meeting point between audiovisual narrative and fashion. Because behind every image and every narrative there is always an attempt to explain who we are.”.

This short film also highlights the proposals of some of the most prominent fashion brands in the Spanish ecosystem. Thus, clothing and accessories from brands such as Tous, Palomo, Ana Locking, Magrit, David Catalán or Juan Vidal appear.

All of them expand the “Where the talent ingnites” campaign. It is worth remembering that “The cause of the accident that caused the fire”, from the first phase of the campaign, was awarded in the advertising festival circuit last year. It achieved a Bronze Lion in Film Craft at Cannes Lions and at the 2025 National Creativity Awards it collected a total of nine trophies, becoming the most awarded campaign of the contest. In addition, it placed Canada among the advertising companies with the best performance in the contest, and ICEX among the most creative brands. It also won a Film Gold at El Sol.