Upscale
Day

Málaga
November 4

AI & Creativity in Advertising and Film

Upscale was born in Málaga, and the conversation comes home. Upscale Day Málaga brings creatives, strategists and agency leaders to the Museo Picasso for an afternoon where advertising and film meet, and where AI is changing how stories get made.

Learn from the experts

A keynote and a workflow session on brands moving from single spots to series, characters and worlds people come back to.

Join the discussion

A panel with creative directors, producers, strategists and filmmakers on keeping authorship while working faster with AI.

Find your people

Keep the conversation going during a happy hour with the local creative community and the people doing the work.

Where we meet

Museo Picasso Málaga

Palacio de Buenavista, Calle San Agustín 8, 29015 Málaga, Spain

Museo Picasso Málaga at dusk, above the rooftops of the old town
The arcaded courtyard of the Palacio de Buenavista
The courtyard galleries under the carved wooden ceiling
A talk in the museum auditorium
The museum auditorium, ready for the day

Málaga, November 4

Save your spot

Upscale Day is a small room by design, so places go quickly. Sign up and we will confirm your seat by email and send the programme, the speakers and the practical details ahead of the day.

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FAQ

What is UPSCALE DAY?

UPSCALE DAY is an intimate, one-day event with candid conversations from top creative leaders about how AI is reshaping creativity today. Hopping from city to city it aims to connect the local community.

What's the difference between Upscale Conf and Upscale Day?

UPSCALE CONF is a two-day international conference with talks, panels, workshops, networking, and an afterparty. It's big, bold, and designed for global creative leaders.

UPSCALE DAY is a smaller, one-day event focused on real-life applications of AI in creative workflows, featuring local professionals in an exclusive, approachable setting.

HOW DO I ATTEND UPSCALE DAY?

Spots are limited — sign up for the waitlist.

Who should attend UPSCALE DAY?

Creative directors, strategists, art directors, content creators, studio founders, and anyone shaping the future of creative work.

Sign up