How do you balance creativity and profitability in a film or video production?

We asked Pedro Ponce, CEO of La Huella de Armstrong and president of Jovempa Alicante, who knows both sides of a production well: the creative and the business side.

Because having a great idea is only the beginning. Then comes an equally important part: making that idea viable with the resources available.

Except for projects aimed at experimenting, building a portfolio or backing a piece without seeking a direct return, every production needs to find that balance.