Toni Segarra. a guy who writes ads

Toni Segarra, a guy who writes ads

If creativity is not copying, as a famous French cook once said, Toni Segarra does not know how to paste. Instead, his creative process in the advertising industry is more like turning around the obvious outcome of a brainstorming session to come up with something extraordinary.

That's what we learn in Toni Segarra, The Guy Who Writes Ads, made by Spanish director José Manuel Pinillo Bun, a film that offers an insight behind close doors into one of the most renowned marketing agencies in Spain as they try to make and ad campaing on its greatest asset: Toni Segara.

The film’s ingenious narrative navigates between the “making of” the campaign and the interview with Toni Segarra himself, including also various colleagues, as they explain the origin and repercussions of his most famous ads for companies like BMW, Ikea and the Spanish public service broadcaster TVE.