If there's one universal truth about humanity, it is that people aren't really big fans of change. It took a pandemic with a worldwide impact for us to realise that our longstanding model of work was by now obsolete – so you can imagine how challenging it can be for a new creative venture to grow itself in an established market. And yet, Antiestático made it.
Against all odds and with great persistence, Antiestático not only managed to inject itself into the Spanish market amidst a broad range of other well-established production companies, but it was also able to collect several global awards and work with clients on an international level. We certainly hope to see some of their amazing work enter our very own Annual awards sooner or later!
For this Company Spotlight, we are learning more about the resilience of an international team and how they managed to grow as a business, changing and adapting over several years.
How was your company born and where are you based?
It all starts in 2008. Actually we were born as a web design company but little by little we have been adapting to the times.
What was the biggest challenge for the growth of your company?
One of the most difficult challenges was to get the big campaigns in Spain, where there are very good drafts and long established production companies, really taking us into account for big projects. That they count on us for global and international campaigns, given the competition that exists worldwide.
Which was the first huge success that you can remember?
Right now, without thinking much about it, I would say our first prize in Cannes, with a project and a challenge that made us especially excited.
What’s the biggest opportunity for you and your company in the next year?
We are very excited about our current project, the documentary 2020, which tells everything that happened in Spain during the confinement, and with it we could get to go to the Oscars. We certainly believe that new times bring new opportunities.
Can you explain your team’s creative process?
We receive too different projects so giving a single answer to this question is imposible. We always try to adapt the team to each project and allocate the resources that can work the best.
How does your team remain inspired and motivated?
Without a doubt, the atmosphere that we all have together. The good vibes that we breathe and the possibility always of professional and personal growth that we try to offer. We have great examples that have passed through the office and they are now great sources of inspiration for those who are starting their careers.
How has COVID-19 affected your company?
We have been affected because covid has affected the sector in general, but we believe that in every crisis there are opportunities. We have managed to optimize our system and have worked with clients in a very different way. At an international level, creating a docu-film about the very pandemic that is currently in theaters, we have learned to work remotely when we didn't even consider that possibility before... in short, we have learned enormously from this experience.
What is one tip that you would give to other aspiring creatives looking for work?
Read a lot, travel a lot, live a lot. Do your best in everything you do. If you are going to do it, do it well. Always live outside your comfort zone and learn new things every day. Doing de puta madre.
What’s your one big hope for the future of the industry?
That the industry always changes adapting to the times and we can adapt to it and position ourselves in each new phase. Always adapt. We are in a moment in which the brands dare more and more. New audiences, more freedom... these are good times for creativity.
Do you have any websites, books or resources that you would recommend?
Books, without a second's hesitation, any of Harari, Homo Deus, 21 lessons for 21 Century... all are great and very inspiring.
