Natalia Dueñas Interview(s)

It is an honor to be part of a program that supports creativity during this moment in which we live. Creativity must remain alive during these moments of global crisis, I consider that is when we should be stronger. It is time to get the best ideas.

The world is changing in an accelerated way due to the pandemic, televisions have regained strength and audiences are longer on digital. This event allows us to challenge ourselves in the industry to be more and more creative in understanding how to approach audiences at the right time. It is a challenge that asks us to act quickly.

I think it is a great idea. In our industry it is very important to reach the consumer in the most efficient way and what better way to challenge ourselves than by presenting our cases to juries from different areas. This makes us create proposals for real people.

How we understand a consumer to come up with an idea and how much we innovate is essential in a world where every day we have to challenge ourselves to get the attention of consumers. Checking if we are meeting the stated objective and how we are developing it for that audience is consistency when judging these cases.

I think it is really giving us an opportunity to reinvent ourselves. Although in our industry we must be efficient, it is not letting ourselves be carried away just by reaching an audience, it is how we are going to do it now and how we are going to act quickly in the face of the current crisis. Creativity allows us to be versatile enough to reactivate ourselves in situations that put us in danger. It is time to reevaluate how we are working with creativity, what we have been doing in recent years, as festivals have become spaces where we are really seeing the same thing. It's time to challenge the creative work.