Artificial Intelligence (AI) is reshaping industries across the board, and the creative sector is no exception. As a cutting-edge AI-powered tool for audiovisual production, Keynema is always on the lookout for the latest trends in technology and creativity. That’s why we attended Talent Arena 2025 in Barcelona—one of the most exciting events focused on digital talent, innovation, and the future of work.

While we weren’t official participants, we took the opportunity to listen in on some of the most insightful talks about AI and its role in the creative industries. What we discovered only reinforced our belief that AI is not just a tool—it’s a game-changer for production teams worldwide.

Talent Arena 2025: a hub for AI-driven innovation

Held at Fira de Montjuïc’s Pavilion 8, Talent Arena 2025 brought together top tech companies, startups, universities, and digital professionals to discuss the intersection of talent and technology. Across the event, one theme stood out: AI is redefining creative workflows in ways we’re only beginning to understand.

Some of the most thought-provoking discussions included:

• AI’s role in the creative process – Can artificial intelligence enhance creativity rather than replace it?
• The rise of generative AI in content production – How AI models are now capable of drafting scripts, generating storyboards, and even assisting in visual effects.
• Automation in audiovisual project management – How AI is helping streamline pre-production and optimize shooting schedules.

Hearing these insights firsthand gave us a fresh perspective on where the industry is headed—and how Keynema can continue evolving to meet the needs of modern production teams.

AI as the creative copilot

One of the key takeaways from the event was the concept of AI as a “creative copilot”, something we at Keynema have embraced from day one. AI is not here to replace human talent—it’s here to amplify it.

From automated breakdowns to seamless continuity tracking, AI is helping creative teams handle complex logistics without sacrificing artistic vision. The discussions at Talent Arena confirmed that AI will play a major role in the future of film, television, and commercial production—not as a replacement for human creativity, but as an indispensable tool for efficiency, organization, and innovation.

What we learned at Talent Arena 2025

If one thing became clear during the event, it’s that we’re standing at the edge of a new era. AI is no longer just a back-office automation tool—it’s becoming an essential part of the creative decision-making process.

As observers at Talent Arena 2025, we walked away inspired by the discussions about AI, creativity, and the industry’s future. It strengthened our commitment at Keynema to continue building AI-powered tools that make life easier for creative professionals.

The future of audiovisual production is deeply intertwined with AI, and rather than being a threat, AI is becoming a powerful ally—one that frees up time, enhances workflows, and allows creativity to flourish without limitations.

Want to see how Keynema can optimize your production workflow with the power of AI? Follow us on our channels and discover how we’re bringing the next level of intelligence to the creative industry.

Keynema has a great reason to celebrate. Our collaborator Irantzu Ortiz, alongside her creative partner Olga Rodal, has been nominated for the Gaudí Awards and the Goya Awards for the outstanding costume design in the film El 47. These nominations not only recognize their talent and dedication but also the teamwork and management skills of a team that has collaborated on highly important projects in the past.

Irantzu not only collaborates with Keynema in the Character Creator section, bringing her experience in costume design, but she has also been one of the most active users of our app throughout its various Beta phases. Thanks to her valuable work, feedback, and constant use in real-world projects, Keynema has evolved into an essential tool for design teams in the audiovisual world.

The film El 47, directed by Marcel Barrena, tells the thrilling story of Manolo Vital, a bus driver who, in 1978, defied the urban limitations of the time to connect the Torre Baró neighborhood with the rest of Barcelona. The costume design, led by Irantzu and Olga, takes the audience directly to late-1970s Barcelona with its historical fidelity and atmosphere, delivering the perfect dramatic tone for this story.

Keynema has been instrumental not only in El 47 but also in major productions such as Narcos: Mexico (Netflix), Maixabel by Icíar Bollaín, and the upcoming series Lucky Luke (currently being filmed for Disney and Federation), reaffirming the impact of our app on large-scale projects. These works are a testament to Keynema’s potential to optimize creative and logistical processes, enabling teams to focus on what they do best: creating magic.

For us, these nominations reflect the positive impact a well-designed tool can have on the film industry. Irantzu Ortiz and her team represent the best of a constantly evolving industry, and we are incredibly proud that Keynema has been part of this journey.

From all of us at Keynema, we extend our congratulations to Irantzu, Olga, and the entire team behind El 47. Regardless of the outcome of the awards, their work demonstrates how collaboration and the right tools can transform the audiovisual industry. Congratulations!

Update – January 2025:
Irantzu Ortiz and Olga Rodal receive the 2025 Gaudí Award for their work in costume design for El 47. They also remain nominees for the 2025 Goya Awards for the same film.

At Keynema, we feel especially proud of this achievement. Irantzu Ortiz is the person responsible for the Character Creator version of Keynema, designed for costume, makeup, and hairstyling. Her hands-on experience in production has helped us improve the tool, making it more useful and precise for teams working in the industry.

The news of the Gaudí win and the potential Goya recognition not only drives us to continue advancing our project, but also reaffirms our mission to contribute to the creative process in audiovisual productions.

We will remain attentive to Irantzu’s next steps and her participation in the Goya Awards.

At the latest edition of the Sónar festival in Barcelona, we were lucky to give a talk about everything we’ve been learning while developing Keynema. The talk, titled “Can AI make my laundry?”, is partially available on the Sónar 2024 website. The title, obviously ironic, posed an important question: who should handle repetitive tasks, and who should own —and enjoy— the creative decisions? Beyond whether a machine can do laundry —which it already can—, the discussion focused on how we engage with technology to automate processes without losing the human touch. You can find more details about the event here.

In the audiovisual world, where every decision shapes the identity of a project, this idea is especially relevant. Can artificial intelligence design a film, choose a character’s wardrobe, or decide whether a house should be built physically or rendered in CGI? From our experience, the answer is clear: no, humans do it much better. But what AI can do, and where its true potential lies, is streamline tedious processes so that creative decision-makers can focus on what really matters.

The Coca-Cola Example and Lessons from Relying Completely on AI

This year’s Coca-Cola holiday campaign, created entirely with artificial intelligence, has sparked significant criticism. Unlike the iconic 1995 ad, this new version lacks authenticity and emotional connection. Why? Because delegating complex artistic decisions to an image generator like DALL·E may be efficient, but it sacrifices the human nuances that turn a functional piece into a memorable experience.

The 1995 ad wasn’t just a parade of illuminated trucks; it was a cultural symbol. Every detail —people’s expressions, snowy landscapes, carefully crafted gestures— conveyed humanity and emotion. In contrast, this year’s commercial, while technically advanced, feels generic and disconnected. You can watch a video about the controversy and a comparison to the 1995 version here.

Keynema: AI as a Copilot, Not a Substitute

At Keynema, we believe that technology should support, not replace, human creativity. Our platform is designed to be a copilot that assists with logistics, not a substitute that makes decisions. Every audiovisual project is unique, and the decisions shaping it —from materials to visual narratives— must reflect that uniqueness.

Planning a budget, breaking down a script, or coordinating teams aren’t mechanical tasks; they’re creative processes. Every dollar allocated represents an artistic choice. How you imagine a scene or define a character directly impacts how the project’s logistics are structured. That’s why at Keynema, we avoid one-size-fits-all solutions. While some production companies might think algorithms can organize teams or create standard budgets, we know that every script, every artistic vision, and every team of professionals requires a tailored approach.

Conclusion

The Coca-Cola case demonstrates that relying solely on artificial intelligence for creative decisions might be efficient but can also detract from authenticity and emotional connection. At Keynema, we work to ensure that technology is a support tool, never a substitute. Our goal is clear: automate the tedious so that people can shine in what they do best —create.

Remember, you can request a beta version on our main page: Keynema.com.

One of the things we quickly learned while developing Keynema was its enormous academic potential. Designed for an incredibly intuitive learning curve and being a tool to organize and manage information, it soon revealed itself as an ideal application to introduce amateurs and students to the intricacies of the craft.

In a world where technological innovation and creativity are increasingly intertwined, Keynema has stood out not only for its impact on the audiovisual industry but also for its strategic collaboration with leading educational and cultural institutions. Our partners in this journey, the Escola Superior de Cinema i Audiovisuals de Catalunya (ESCAC), Universitat Pompeu Fabra (UPF), and the CreaMedia project under Barcelona Activa, have been instrumental in our mission to contribute to audiovisual production through smart technology use.

ESCAC: a global reference in film education

Internationally recognized for its excellence, the Escola Superior de Cinema i Audiovisuals de Catalunya (ESCAC) has been ranked by international publications such as The Hollywood Reporter and Premiere as one of the best film and audiovisual schools worldwide. Its students’ works have received over 400 national and international awards, including creators like J. Bayona and Kike Maillo.

In collaboration with Keynema, ESCAC has integrated advanced Artificial Intelligence technologies into its educational programs through the Fast Forward courses, funded by the European Union under the Next-Generation program.

Students in these courses delve into the practical use of AI tools for design and logistical management, preparing them for future challenges in the sector. From Keynema, we couldn’t be prouder of this collaboration, and it’s very likely that in February 2025, we will return to teach more courses at ESCAC.

Escac: https://escac.com/en/

UPF and the Área Tallers: a springboard for cultural innovation projects

Through the Workshops Zone (Área Tallers) Program, UPF supports transdisciplinary education and creative interaction among students, academics, and professionals. Keynema has found in UPF’s “En Residencia” program a stimulating environment for experimentation and refinement of our applications, in a space that values applied innovation and cultural impact. Since early 2024, we have been hosted in the program, allowing us to engage with highly qualified individuals in business and technical solutions on how to carry out our initiative.

Not forgetting that Pompeu Fabra University has a degree in Communication and is one of the agents driving audiovisual culture and the integration and study of Artificial Intelligences.

UPF (Àrra Tallers): https://www.upf.edu/web/area-tallers

CreaMedia: catalyst for creative enterprises

CreaMedia, an initiative by Barcelona Activa, provides vital support to startups in the creative and cultural sectors. Keynema has not only developed its tools in this fertile environment but has also reached the finals in its recent competition, demonstrating the viability and innovation of our solutions in the creative market.

A commitment to educational and cultural advancement

Our collaboration with ESCAC, UPF, and CreaMedia aims to reflect a deep commitment to educational and cultural evolution in audiovisual production. These alliances underscore our goal of continuously improving creative workflows and supporting the professional development of the next generation of creators. With these solid connections, Keynema consolidates its leadership in the application of artificial intelligence in the creative and educational fields.

Barcelona Activa: https://emprenedoria.barcelonactiva.cat/en/creamedia-audiovisual-programme

Looking to the future with continuous innovation

We continue to seek new opportunities to integrate our tools into educational and cultural programs, tackling tomorrow’s challenges with technology and creativity hand in hand. With the support of institutions like ESCAC, UPF, and CreaMedia, Keynema is ideally positioned to lead the transformation in the audiovisual industry.

GIF made by the people of Keynema with Midjourney, Photoshop and After Effects.

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.

A platform for innovation and dialogue

Educational impact at ESCAC

Demonstrating the power of Keynema at Sónar+D

Cinea & AI: A Marriage made in Heaven?

Mani Martínez:
While I'm working, can AI do my laundry?
Creatives should be doing the creative work.

Keynema frees creatives from the repetitive tasks so they can focus on their creative work.https://t.co/btgpTsAuKL#sonarplusd #sonar2024 pic.twitter.com/gGcaieXG8d

— Sónar+D (@sonarplusd) June 14, 2024

Looking to the future with optimism

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