Boudika Productions, founded in 2014 by Izaskun Montilla, has successfully capitalized on the rich landscapes of the Canary Islands to position them as an attractive destination for the international audiovisual industry. Montilla, who moved to the islands from the Basque Country in 1997, has witnessed the sector's evolution from an emerging industry to a professionalized and competitive ecosystem.
The company has collaborated with European, American, and Japanese production houses on commercials and photographic campaigns. Its portfolio includes projects for brands such as Hyundai, Merrell, and Burberry, as well as fashion and photography work for firms like Levi’s, Reebok, and New Balance. They have also contributed to fiction productions, including series like 30 Coins by Álex de la Iglesia and films such as Oro by Agustín Díaz Yanes.
«In a way, we sell a destination», states Montilla, highlighting how the diversity of locations in the Canary Islands—from green and jungle-like areas to desert landscapes, black and white sand beaches, and architecturally unique urban settings—allows for the fulfillment of multiple creative needs without leaving the archipelago.
The production company describes itself as a 'boutique' firm, adapting to each client's creative brief. This flexibility ranges from identifying locations to managing technical equipment, cameras, drones, cranes, and casting, always aiming to exceed client expectations and offer unexpected possibilities.
Many international clients arrive with a preconceived notion of the Canary Islands, primarily associated with climate and beaches, and are surprised by the vast array of landscapes and available settings, including urban, industrial, and natural environments.
Boudika Productions has bolstered its internationalization strategy through programs run by Proexca, the public Canarian company for economic promotion. The CEO has participated in initiatives such as the Women Owners certification by WeConnect International and consultancy programs to analyze external marketing plans and synergies with other female entrepreneurs.
Facing global uncertainty and technological transformation, Montilla expresses anticipation regarding the evolution of artificial intelligence (AI). While acknowledging its potential as a tool, its impact on production processes remains unclear. A recent example involved a project initially planned for the Canary Islands to recreate an American Western aesthetic, which was ultimately moved to Poland and utilized AI for backgrounds, raising questions about the future of real-world production and the value of physical locations.
