Glassy Films is a production house specialising in hybrid (live action + AI) and full AI productions. Since 2011, more than 600 campaigns for agencies and global brands. Barcelona and Madrid.
Contains AI-generated footage
Generative AI is fast, and it can also make decisions that are not its to make. In our projects it never has the last word: direction, shooting, supervision and post decide every generated shot.
Authorship, point of view and realism. It is what a creative director protects most, and the first thing to go when technology is used badly. That is why the director, cinematographer and crew are chosen for each project, and the technology works for them.
Budget and time go to what ends up on screen. We shoot what needs shooting, and technology delivers the shots that used to be cut: a location you could not travel to, an effect that did not fit the budget, one more version for another market.
There is no recipe. The brief decides what gets shot, what gets generated and what gets solved in post, and we settle it before production starts.
Glassy Films was founded in Barcelona in 2011 and grew into a production company for agencies and brands in automotive, consumer goods, banking, food and cosmetics.
Craft, for us, has always meant solving things on set. For Repsol we built, in under ten days, a dune covered with five tonnes of slime so the Dakar car could drive over it on camera.
Technology has been central to Glassy from day one. In 2023 we made one of the first commercials in Barcelona shot entirely with virtual production, for ColaCao. In 2025 we brought generative AI into our production process, among the pioneers applying it to advertising in Spain, and that same year made one of the first full AI campaigns in the country, for Skoda: TV spot, print and a 360 rollout. We treat AI the way we treat a set: we test every tool and keep the ones that work.
Our tabletop studio for food, drinks, beauty and cosmetics. Liquids, textures, skin, macro and high-speed, with millimetre control of texture and shine, and AI-assisted micro post for cleanup, labels and packshots.
tastystudio.tv (opens in a new tab)Our social content engine for growing consumer brands. One light shoot becomes many pieces with AI, we make video podcasts for brands, and Pulse Engine, our social analytics system, shows with data what is worth producing.
kontentxkilos.com (opens in a new tab)IDEM was born inside Glassy Films. It creates hyper-realistic digital doubles of real people for advertising campaigns, from a single capture session. The double never does anything the person has not approved, and the file is never handed over, sold or shared.
idemclones.com (opens in a new tab)Our service production arm for foreign production companies and brands shooting in Spain: line producing, locations, permits, casting, crew, equipment and logistics, with bilingual supervision.
dotfive.tv (opens in a new tab)We follow the EU AI Act and keep our clients informed on every project. Anything made with AI is labelled, with Content Credentials (C2PA) and traceability. AI always starts from the real brand and multiplies it, without turning it into something it is not.
We look after the legal side of AI too. Any client who asks gets full cover on AI-generated image, video, voice and music: their material does not train any model, prompts can be audited and the work comes with legal backing. We also advise each client on what to keep in mind before the project starts.
Yago de la Sotilla is a multimedia engineer with an Executive MBA from IESE, and has run Glassy Films since he founded it. He writes the Make it Real newsletter and hosts WildTracks, a podcast of conversations with people from the advertising industry.
And the close collaborators we have made our projects with over the years. Many of them are in these photos.
One that combines live action and generative AI in the same project. Part of the piece is shot with camera and crew, part is generated, and both come together in post.
No. Some projects are a traditional shoot from start to finish. We use AI where it improves the result, the timeline or the cost.
A piece made entirely with AI, with no shoot. Our team directs it, supervises it and finishes it.
We work so that it is. We follow the EU AI Act, label what is made with AI and keep it traceable. We advise every client on the legal side before the project starts.
We work from Barcelona and Madrid. Production companies from abroad that want to shoot in Spain work with DotFive.
Commercials and campaigns for agencies and brands: automotive, consumer goods, hybrid and full AI projects, and post-production. For tabletop, Tasty Studio; for service production, DotFive; for social content, KONTENT; for digital doubles, IDEM.
Tell us about your project and we will tell you how we would make it.
