Commitment and vision for the future
On June 21, 2024, Keynema attended the official presentation of the Spanish Association of Artistic Directors of Audiovisuals (AEDAA) at the Academy of Cinema in Madrid. This significant event marks an important moment for the art department in audiovisual production, consolidating a collective commitment to the advancement and recognition of Art Direction in Spain. It’s a country that has traditionally struggled to unify efforts and work as a team in a profession where this is essential.
The mission of AEDAA
AEDAA is born as a non-profit association committed to raising the prestige of Production Design and Art Direction and defending professional interests within the industry. Its creation reflects a clear intention to offer training, representation, and support, ensuring that all voices within the art department are heard and valued. Among its initiatives are talks, debates, workshops, and an online directory that will promote the visibility of art professionals.
Education and recognition
One of the fundamental pillars of AEDAA is education. The association seeks to establish academic ties that could lead to the development of an official degree in Art Direction, thus regulating the training and professionalization of the sector. In addition, AEDAA intends to establish awards for excellence in the Art Department, a crucial recognition to encourage and celebrate teamwork and the artistic quality of projects.
International inspiration and collaboration
The idea of forming AEDAA was partly inspired by participation in an international meeting organized by the International Production Designers Collective, bringing together production designers from around the world. This meeting was decisive as it highlighted the importance of unity and professional recognition on a global level, showcasing examples of similar associations in countries across Latin America, Europe, Asia, and Africa.
This international spirit underscores AEDAA’s desire to integrate and collaborate within a global network that elevates and defends the artistic profession, proposing an educational and professional model that meets the needs of the contemporary audiovisual sector.
International Production Designers Collective.
Maximizing logistic efficiency with Keynema
At Keynema, we understand the importance of supporting initiatives like AEDAA that recognize and value every aspect of artistic production. Our tools, such as K·Production Design and K·Character Creator, are designed to facilitate management and enhance creativity, simplifying logistical processes so that professionals can focus on the creative aspects of their projects.
And we do not rule out future collaborations with the Association (as we have always kept in mind collaborating with both schools, as well as with unions and other national and international agents of the audiovisual sector).
Looking to the future with optimism
Collaboration with AEDAA is just one example of how Keynema is committed to supporting and transforming the audiovisual industry. We are excited about the possibilities that this association represents for improving education, recognition, and professional practice of Art Direction in Spain, and we hope that initiatives like this will occur in other countries where there is still a need to unite forces and establish structures that enhance the profession.
The presentation of AEDAA was not only an informative event but also a call to action for all professionals in the audiovisual arts, inviting them to actively participate in a community that seeks to improve and dignify their field of work. We are proud to support and be part of this vision, ensuring that art and creativity continue to flourish in our industry.