José Manuel Pinillo

Advertising surrounds us. It is part of our lives, our memory and our culture: it is a pure reflection of our society. However, those who think and create ads are unknown people. Playing with the mechanisms of publicity as a narrative resource, we enter this medium through Spain's best creative director: Toni Segarra.

There was a promise of a new world, of an alternate reality with infinite opportunities based on the cybernetic revolution. 25 years later, what's left of that dream? Art, music, cinema, videogames, technological bodies, robots, artificial intelligences... the evolution of all of that catapult us to the digital life, to our current life.