Ciclope has long been the benchmark for advertising crafting. What began as a small gathering of 70 people has evolved into a global hub for creative production. This is a festival where agents, brands and manufacturers come together to celebrate art and celebrate the process behind their incredible pieces.
Just as founder Francisco Condorelli prepares for this year's edition, the conversation about crafting ads is changing again. AI is the biggest topic, but there is also the issue of transparency, collaboration and production in complex, technology-driven landscapes continuing to evolve.
As the festival prepares to kick off in Berlin this week, LBB's Addison Capper chats with Francisco about how Ciclope has grown alongside the industry it reflects.
LBB> Ciclope has become a benchmark for advertising crafting. When you launched it, did you imagine it would become a global hub of this kind?
Francisco>Really…I was sure it would work, but I never imagined it would make a lot of sense for people in the industry.
How do you think Shicrope has evolved over the years, both in size and industry conversations?
Francisco > From a scale perspective, we started with just 70 people in the room. Now there are over 1,500 participants. Submissions for the Cicclope Awards have grown at a similar pace. However, I think the true evolution of the Ciclope Festival reflects the evolution of the industry itself.
When we started, the ecosystem was very linear: client → agent → production (plus post, music, etc.). Each stage commissioned work from the next stage, which made things relatively stable. Now the landscape has changed – more players, more production methods, and new demands – but of course, the conversation has changed too.
LBB>What are the major themes and conversations that will shape this year's CICLOPE?
Francisco > ai, definitely. It is one of the most destructive forces we have seen in a long time. There is also a lot of debate about transparency and the evolving relationship between brands, agents and production companies. This is a very sensitive topic at the moment.
More generally, how do you have AI locations in crafts? Is it another tool in the kit, or is there a risk of undermining the artistry Ciclope celebrated?
Francisco> Like I said, it's definitely a tool. And yes, it destroys the work of many people – even damaging it. But it empowers people who understand it and know how to use it for their creative goals. What really surprises me every year isn't the technology itself, it's the human approach that uses it.
LBB>How did you see expectations for changes in production craft in the age of social, streaming and AI-driven content?
Francisco>There is definitely a lot of concern in the industry about how AI will affect your business. And yes, some companies are already being challenged by it. But for those who are truly craft-driven, I think this new technology will be on your side rather than your enemy.
LBB>Have you noticed any particular craft areas recently that you've noticed particularly exciting innovations?
Francisco>It's not necessarily innovation, but what's exciting is seeing an increase in advertising and entertainment crossovers. A longer form of work commissioned by the brand sets the bar high for crafting and creativity in the advertising industry.
LBB>Does this year's awards and festivals have new categories or focus areas?
Francisco > Yes – The most exciting initiative of the year is FutureFrames, an inverse mentorship program that places new talent at the heart of the conversation.
We have an incredible lineup of super talented directors under the age of 30. I can't wait.
LBB>What are you feeling when you head to this year's event, from the production company and director?
Francisco > It's interesting – we see very different realities coexisting in the same market. Some companies say they are very busy and happy with how the year is going. Unfortunately, others have struggled to keep up with the pace of past years.
What's also exciting is the number of new companies entering the market. Overall, I think I'm cautiously optimistic about the mood. As always, there is a strong desire to reconnect from friends, share stories, and get the much-needed embrace.
LBB>What drives you personally to keep Shicrop moving forward each year?
Francisco> It's incredibly rewarding to see what you create grow into something much bigger than you do. It's a powerful thing and it keeps me moving.
LBB>Where would you like to see Ciclope-Advertising crafts five years from now?
Francisco> 5 years is a long time! I'm sure the industry is different, but it may not be as different as people would expect. My hope is that Ciclope continues to support our creative community, and that we enjoy the ride.
