He climbed mountains, drew dreams, and dragged Hollywood to post-war Madrid. Who was this madman?
The story of Enrique Herreros (1903-1977), cartoonist, advertiser, poster designer, talent manager, actor, producer and filmmaker, and the most daring of mountaineers; the man who, along with his companions from the so-called “other Generation of '27,” brought Hollywood to Madrid's Gran Vía, turning a grey and sinister post-war city into the capital of an incipient and ambitious cultural industry.
Editing
Archival footage stitched like a love letter to forgotten pioneers
Production
Rare glimpses of Gran Vía's transformation from grey to glamour
Writing
Narration that treats Herreros like the superhero he clearly was
Director
Javier Rioyo
Trivia, insights & behind the scenes
Herreros coined advertising slogans that still live in Spanish memory, including famous campaigns for brands like Cruzcampo beer.
The 'Generation of '27' refers to Lorca's poets; calling Herreros' circle 'the other one' is a deliberate reclamation of commercial artists as equally vital to Spanish modernity.
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