Toni Segarra: A Guy Who Writes Ads

Inside the mind of Spain’s most influential advertising creative

Toni Segarra: A Guy Who Writes Ads explores the work and thinking of one of Spain’s most influential advertising creatives through an engaging and reflective documentary approach. Directed by José Manuel Pinillo Bun, the film responds to a central concern. Advertising generates conversation and cultural impact, yet its authors often remain invisible. The documentary sets out to reveal who creates advertising and how the creative process truly works.

The narrative is built around a commissioned campaign developed inside the agency SCPF, founded by Segarra. In a conceptual twist, the product of the campaign is Toni Segarra himself. Led by David Caballero, creative director of SCPF, a small team of creatives develops the campaign step by step, with the final result revealed at the end of the film. This structure allows the documentary to move between the making of the campaign and an extended interview with Segarra, offering insight into how ideas are distilled, refined, and sharpened.

Alongside Segarra’s reflections, the film includes contributions from advertising and cultural figures such as Lluis Bassat, Risto Mejide, Isabel Coixet, Ferran Adrià, and Dani Blanco. Their perspectives help contextualise Segarra’s influence, while also addressing common criticisms of advertising as a profession. Segarra responds by discussing intuition, teamwork, emotion, and the role of poetry and metaphor in communication.

The documentary also traces Segarra’s professional journey, from his background in Hispanic Philology to his work at agencies such as Vinizius, Delvico Bates, and SCPF, and later his consultancy work with Alegre Roca. Through this portrait, the film examines advertising not as invention, but as interpretation. A way of giving tone and meaning to stories that already exist, and of creating worlds people want to belong to.