beon. Productionbeon. Worldwide

“Video relies on narration to achieve perfection.”

Friday November 24th, 2017
El vídeo como herramienta de comunicación para transmitir historias

We speak with audiovisual producer Ana Martínez Porro, from Balance Productions, who highlights the importance of documenting the event stages. “Video format is a tool to reach a bigger audience”, she estates “But always accompanied by a good narration; human beings crave for storytelling.

Which is the role of the image in event industry? Are visuals considered one of the key elements of an event? 

Image in the audiovisual world has been the cornerstone of communication in the last years, gaining ground over written or graphic press thanks to the social media, and new technologies have make this tool available to everyone.
Although an important media by itself, and a constant in event world, image is just one element more within MICE activities.

An event is a big jigsaw puzzle of tiling pieces that, well assembled and executed, make of that moment something very special. In the same way a painting is somehow influenced by its frame, or the costumes make certain impact on a choreography, videos are affected by the rest of elements integrating the event.

Are clients really aware of the importance of both the image and the need of documenting their events or actions?

They are very aware, indeed. In fact, everyday life is as well becoming more and more documented, as something essential of our behavior. For our clients, this is something crucial too, as documenting is a quite versatile, efficient way of transmitting to a greater audience any relevant information.

What has to be taken into account when creating a video production for a client?

In my opinion, the basic principle is to understand what to communicate, how to communicate it, and to whom it is addressed. Then, one should take into consideration aspects such as time and resources. Not always are some or even any of these principles clear, and this is when our challenge becomes more complex. In fact, this dilemma represents the magic of film: trying to imagine what your client has in mind, and reproduce it to perfection. This is part of the magic of my work, too.

Which element is more important, aesthetics or narration?

Despite the constant quest for the freshest aesthetics, or the newest visual impact, video still relies on narration to achieve perfect sense. Even the purest video art forms which defy canonical narratives to focus on the emotional, is telling something.

A mere succession of images, one after another, just for the sake of aesthetics, it would be, in my humble opinion, doomed to failure. Since the eve of civilization, people have always craved for stories. No matter how artistic my video productions may be, they have always a story in their core which I follow, to endow the whole work with a sense.

And what is the role of music in your video productions?

Music has a crucial role, though it is not always indispensable.

Is it necessary to always follow trends and fashion in the visual culture?

I assume that most trends in audiovisual world are determined by new technologies reaching the market. This is why professionals must know this trends to secure technological leverage in the industry and maximize the scope of communication. Not a fashionist myself, I still must admit that everything surrounding us subliminally affect us. But trends come and go and some of them are rather ephemeral. How many times does vintage aesthetics being in fashion, for example? Probably the same number of times it has faded away. To me, a timeless source of inspiration that always keep evolving is nature.

Talking about inspiration sources, which are those and how they reach you?

Apart from nature, I consider plastic arts another essential reference. As any Fine Arts graduated, I look for inspiration in museums, galleries, or simply browsing through my favorite art books. Nowadays, internet is an infinite source of inspiration. Without any doubt, the best inspirational moments are those in solitude.

What is what you like most about your work?

The satisfaction of a job well done. To have a job you love has part of luck and part of hard work. When you want to transmit something to a client and you can express it exactly as you feel it, is also a very special moment.



Leave a Reply

Balance Productions

Audiovisual Production

Balance Productions is an audiovisual production company formed by a group of professionals with creative profiles, equipped with the best technology and specialized in the fields of advertising, television, documentaries, and events. They conceive and produce their own audiovisual works or in cooperation with other producers, developing commercial productions with a high dose of creativity, branding know-how, and oriented to the client’s objectives. The concept, content, and message are reflected in each shot, music piece, or word. Committed with work excellence and detail, Balance is at the forefront of audiovisual production with the best results.

See website



Stage design and decor manufacturing and set-up

Experts in manufacturing and assembling elements of ephemeral architecture, as stage sets and sets for any type of project. Thanks to facilities of more than 2,000m², Expresión can transform all its raw materials into elements for set design, interior design and ephemeral construction elements in its lab workshop. The mastery of the different types of materials facilitates the best choices depending on the durability of the ephemeral elements that are being produced. Likewise, Expresión accomplished the client’s own projects, providing expert guidance and consultancy focused on the needs of the ephemeral element to be produced.

See website


Small and large format digital printing

Specialized in digital printing in small and large format in all types of media in any project. Digital printing on rigid materials, textile printing, and stationery printing and small format. Ten years in the sector and a team of professionals able of developing any project, advising their clients at all times with a personalized service and providing innovative and creative ideas. Janoff offers the best solutions and the possibility of personalizing and decorating any space, business place, event, etc., with a wide range of top quality formats and materials and providing maximum efficacy. Modern facilities and the latest technology aimed to meet deadlines and face any challenge with precision.

See website

Kunst Deco

Furniture and decor rentals

Kunst Deco designs, creates, builds and, above all, provides fine décor with a wide catalog of rental of furniture and decoration elements that transform any venue or space according to the needs of each client. From big spatial arrangements to the design, creation, and set-up of the smallest decorative detail to create unique sensations.
An extensive career of results-driven, successful projects. In-house production which allows the team to provide decor elements of the highest quality at good price.
Creations that generate memories that last in the minds of our clients, clearly transmitting their style and core values.

See website

Moonflower Technologies

Digital creativity solutions

Moonflower Technologies is a digital creativity tech team of professionals specialized in the fields of 3D design, programming, and computer engineering. They are specialized in the development of applications, virtual reality, videogames, video mapping, robotics, R&D in audiovisual engineering and content, augmented reality, and 3D animation..

Its innovative philosophy is ideal for the conception and generation of communication, marketing, and event production actions at international level. An interdisciplinary team that accomplished projects from the initial design to the final results. Their R&D department is the key to their successful creations.

See website

Next Studio

Graphic Design

Next Studio is a graphic design studio, a hive of ideas and graphic expressions in constant evolution. Design trends from all points of view. More than 20 professionals with expertise in the field of architecture, fine arts, communication, engineering, advertising, or technological design work for leading brands, trends-oriented and in permanent creative synergies. Next not only design but also produce their work worldwide, in coordination with the rest of production brands in the Group.


See website

OnOff Audiovisuals

Audiovisual production and rentals

OnOff is an audiovisual services company with more than ten years of experience offering creative solutions, always at the forefront of the latest technology in sound, lighting, video, LED lighting, plasma walls, simultaneous translation, or interactive voting. Thanks to its own infrastructure within the holding group, OnOff offers integrated services in audiovisual production of events; from design, set-up and production to the execution of any phase at structural, scenographic, décor, and audiovisual architecture levels.

See website

Stands XL

Design of stands and ephemeral decoration

Stands XL is a company specialized in the design, manufacture, and assembly of stands and ephemeral decoration. Born to offer all the services and solutions necessary to participate in any type of event, congress, trade fair, exhibition, or corporate action around the world.

Thanks to its design team, Stands XL revolutionizes traditional, modular stands of fairs and exhibitions, using state-of-the-art materials and the latest technology with the aim of offering not regular creations, but super stands.

See website