About

UPSCALE WAS BORN IN MALAGA. Now the conversation continues, with a global voice. UPSCALE DAY MALAGA brings creatives, strategists and agency leaders back to the city, at the Museo Picasso, for an afternoon at the intersection of advertising and film. The best conversations about creativity and AI happen when the people already doing the work come together — that's what this is for. the focus: from campaign to episode. Brands don't want a 30-second ad anymore — they want narrative universes: series, recurring characters, worlds people come back to. Advertising and film are converging, and storytelling is the connective thread. We'll unpack how successful creative teams are adapting to that shift, using AI to move faster without losing authorship over the story. who this is for. Creative directors. Producers. Strategists. Creative technologists. Filmmakers. Agency leaders and enterprise decision-makers already keeping storytelling at the heart of their work, plus the local creative community around them. the agenda. 5:00 PM - Doors open 5:30 – 6:00 - Magnific Keynote with Joaquín Cuenca, CEO of Magnific 6:00 – 6:30 - Workflow: Inside the AEGON Use Case 6:30 – 7:30 - Panel: Storytelling in Film with AI 7:30 – 9:00 - Happy Hour the speakers. Coming soon. By attending, you agree to be photographed/filmed for Magnific's own marketing use. The venue is accessible. Questions? Drop us a message.

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