Sitges Next Introduces the Innovative ‘Prompt Battle’

They are live creative competitions between two professionals using AI tools

This year Sitges Next will be presenting an innovative competition system to generate communication contents through artificial intelligence: Prompt Battles. The Festival -which will be holding its ninth edition on May 9th and 10th- has programmed two prompt battles with the participation of four creators.

Prompt battles are live competitions between two creatives using the same software to develop a communication message for a specific amount of time. An agitator, who acts as an enabler and referee, provides the basic contents and the choice of the programs with which the two participants must provide a creative dimension. The audience follows the live realization of both pieces and ultimately determines the winner. Sitges Next -in keeping with its function as a festival that brings together innovation in communication- is incorporating these prompt battles into its lineup.

Coordinated by Ramon Castillo, an expert in AI, the two planned battles bring together four renowned professionals: creative director Laia Grassi, filmmaker Jaume Montané, creative Mike Ramos and fashion designer Esther Souto.

Laia Grassi is a creative director specializing in AI and she manages projects in this field in her own consultancy. With more than twenty years of experience in marketing, she has worked for some of the most important global brands (Coca-Cola, Audi, Volkswagen and Google) and her work has garnered her awards including Cannes, Ojo, Clio and the Echo Awards.

Jaume Montané is co-founder of the Copilotos production company, where he has been a filmmaker and creative director for 18 years. Specializing in artificial intelligence, he has become an expert in the use of new generation audiovisual and technological tools and approaches. He also teaches courses for different levels.

Mike Ramos is a freelance art director and director, after having worked for several agencies, both small (Darwin&Co) and large (Orbital, Proximity BBDO, Contrapunto, Ogilvy), from which he has developed campaigns for some of the most important international corporations. He is professor both at the Barcelona School of Creativity and at the Madrid Content School.

Esther Souto is a multidisciplinary designer with an outstanding expertise in special effects and other digital creations. Specializing in the field of fashion, she has made creations for the Inditex group, as well as for other firms such as Marwa, Kuroda and Caramelo.

Sitges Next is an initiative of the Sitges Town Council, organized by the Sitges Next Association as a festival dedicated to promoting innovation in the communication of brands, agencies, startups and technological creators. It’s two days to establish new connections, receive input and get inspired, with the objective of making a significant contribution to the transformation of the way we communicate over the upcoming years.