hello my love those of the art not 51 years
He studied at the French school in Madrid
the five languages type 30 years
dedicating myself to the world of communication
of brand and has been five times candidate
to the national design award
I have two daughters Carlotta 19 and Adriana
of 22 and the last 20 years of life has
I’ve been living in Seville, although I know
add up all the miles you spent in a
plane leaves like 14 laps to the world
I who know the end now is the time in the
that you are all thinking
And what do I care about , uncle tostón?
because he tells me all this and is that the
communication is not going to move
information and communication in what
the true objective of communication
is to share and that in most of the
cases in the human being has a lot that
see with emotions
me since I left school
school had very clear that I wanted
dedicate myself to advertising
I think it had to do with once
I went down the street listening to music and
I suddenly saw a wonderful fence with a
spectacular landscape and when I look at it what
I was 16 or 17 years old I got excited
I got excited watching this landscape so
wonderful
I could have dedicated myself to tourism but
I decided to dedicate myself to advertising had
been a lousy student the whole life
but finally I had found something for
what he is willing to even study
and I started my parents so that I
They give all the money itself will be
in my career and I went to new york
I remember perfectly as if it were today
the first time I went to school
I left the one of guayas 7 34th street
in the winter there is no sun operation
wonderful and there was new york
in front of me with that spectacular villa
who has all the mornings and all the
afternoons and every night imagine what
that was older for a lad of seaga
The fact is that I realized that
they finish the cartridges so the
lousy student who just wanted to go to
school for suddenly breaks
became the best
student of the school literally me
spent the day in that school and until
moment they threw me they closed the
school and who did not otherwise I
had stayed to sleep the school over
once
The fact is that between my projects and
especially the face of hunger with which
I left that school
I got an internship in one of the
best advertising agencies in the world
at that time it is called charlie day and
they were responsible for
apple macintosh launch in
1984 with a ridley scott spot
that spot still still today many years later
is still considered the best or
one of the best pivots in history
advertising
so there I was doing internships
in an agency to the best agencies
of the world
I think after seeing that spot for
first time I realized the
importance of talking to the heart
I was in an agency where I also
I could stay because it did not close
the nights and literally lived in that
agency
more than one night and I stayed to sleep that
agency and above all that will be same
these some of the best
professionals from the world of advertising
at that time with them
I began to understand the importance of
the emotions when communicating if
we want our messages really
come to a place that matters if
we want people to remember us
we have to speak to the heart of
people we have to excite because
you can always find someone who
I do not understand what you say or even
someone who does not share what you what
you are saying but never in the world
whole you will never find someone to
who does not like to get excited and a video
It can be without a doubt one of the best
means to excite
today all of us in this room
with a phone like this we can send
an audiovisual message to an audience
of millions of people
almost nobody remembers an internet without
youtube but only ten years ago
it did not exist only ten years ago in
internet did not exist youtube but today
every minute they upload to youtube 500 hours
video every minute
imagine what that is and not only the
channel not only youtube and all networks
social networks already incorporate the
audiovisual content are
also the tools the advances
technologies have allowed democratization
quality audiovisual creation by
example this is this job
youtube the honor to participate as
creative director a job that was done
to celebrate the first centenary of the
creative pastry write
in addition to christian’s brilliant
escribà was also used and the eye
magic of the photographer red and without teacher
a camera that is called photos was used
sonics the 35 millimeter camera that
was able to inspire 150 frames
every second
at that time this camera was the only
way to get to treat a
explosion so that the human being
the eye of the human being was capable of
perceive what happened in a
explosion and connected with that machine
we were able to make these images
however today with any phone
like this one you can make a video like
this one so that today the human being
has the best audiovisual channel
that he has had in history and also
has the best tools that has
had in its history
the important thing is that we all understand
that all this for what you have to
serve is to speak to the heart in the
only language that understands and that
remember the audiovisual language
language of emotions
because nobody nobody in history being
human has been able to love anyone
with rational arguments
If we want our messages
they really arrive at a place that matters
to a place we want people to
remember what we tell you we have to
to thrill them we have to talk to the
heart of people
me the 30 years in which he has been
dedicating to this what was used in
many times what used in
Spain and used in being used
for half the world in abu dhabi in shanghai
and I realize that is a is a means is
a universal medium and in fact it has
spent many times doing
video presentations and reaches
connect with the hearts of people
with which I do in such a way that
even people cried
in fact three years ago I was
working on a project in qatar and
after being a month working with
the stress that you can imagine
I first came to doha and when
when for the first time the yes was exceeded
we did the trial we lived this video was
a video 100 meters wide by
seven high the piety that today is
rehearsal was in the middle of the ante they passed
the video and and I thrilled myself not
I could avoid crying, I missed
tears even makes in the past
World Cups of Brazil from my hand
dear friend to 1000 leite is a
spectacular Brazilian creative
we were able according to official data of
contribute to save 80 thousand lives
through a campaign to promote the
blood donation
however, I believe that all these years
the work that has most excited me
It was work I did for Esther a friend
it was not a job a gift this was
going through a cancer takes months
fighting against cancer and I decided
give him a gift decided to give away the
video was a tribute
to esther of course and to all
women who were fighting against that
disease
the gift was given to me and to me when I
sent this message that said lorenzo
wonderful millions and millions of
thank you it is very exciting to share my
life with people like you because
you meant my sister and me
sister gave me more closely the
disease
you and unfortunately this one
died but I stay with with the
satisfaction and the privilege of having
could make a person feel that
I was living such a vital moment of
his life could have been exciting to have
could have made it feel something and it’s
a video is emotion are feelings is
passion
there is nothing more beautiful than music
beautiful combined with with with images
that they get excited and that they fit some
fit because yes and others fit other
does not fit
but when you stay thinking because
this image does not fit like the video has
past so fast is that you
time ends and you do not have time to
analyze because ultimately it’s a
permanent battle between reason and
emotion
the good thing about this battle in the video is
that emotion always wins
today we all have the possibility we have
the means we have the channel the channels
to send an audiovisual message to a
millionaire audience but above all
we have the main tool and that
we have had it since always we have the
heart
we have our heart and in the
people who are going to receive that message
so that when this talk
become a visual message through
of youtube but you remember is not the
of my daughters or the amount of laps
that gives to the world and what you remember in
reality is the passion with which I have
I have done my job my whole life hope
that you remember the importance of speaking
to the heart because the sixth sense the
most important is above all
the senses is not common sense the
sixth sense is in the heart that is
where is the memory
thank you very much
the laws
”
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