FREQUENTLY ASKED QUESTIONS · FAQ
creAtIva | AI Art Book · Vol.10
ADS — Advertising Against Advertising
1. OPEN CALL CONCEPT
What is ADS — Advertising Against Advertising?
It is the theme of Vol.10 of creAtIva | AI Art Book. The open call proposes a visual investigation and critique of contemporary advertising, consumption, the construction of desire, aesthetic manipulation, digital overexposure and the mechanisms of persuasion present in our everyday lives.
What must each participant submit?
Each participant must develop a fictional advertising campaign capable of functioning simultaneously as an advertisement and as an artistic, critical or reflective proposal.
Do I have to create a real advertisement?
No. The open call is not intended to promote real brands, products or services.
The aim is to use the codes of advertising —image, slogan, desire, promise, impact, seduction or contradiction— to question them from an artistic perspective.
Does the product or brand have to exist?
No. The product, service, experience, critical statement, message or brand may be entirely fictional.
What does “anti-marketing” mean in this open call?
It does not mean rejecting advertising altogether, but using its own language to analyse, challenge or dismantle it from within.
What themes can the project address?
Possibilities include:
- The artificial construction of desire.
- Visual saturation.
- The selling of identities.
- Emotional consumption.
- The aestheticisation of everyday life.
- Human attention turned into a product.
- The contradiction between visual seduction and critical thought.
These references are intended as guidance. Other interpretations related to the overall concept will also be accepted.
What kind of approach can my campaign take?
It may be artistic, conceptual, experimental, ironic, narrative, poetic, corporate, dystopian, surreal, provocative or deliberately ambiguous between criticism and commercial seduction.
Do I have to change my artistic style?
No. You should not betray or abandon your visual language.
The open call is designed so that you can adapt your style and discourse to the ADS concept.
2. THE TWO VISIONS
What is the Artistic Vision?
The Artistic Vision begins with the question:
What do you want to say through your work? Advertise it.
You do not need to create a brand or invent a product. You can transform your own artistic language, aesthetics or the message of your work into a fictional campaign with a critical or socially engaged perspective.
The key is not to sell a product, but to communicate the idea behind your work.
What is the Creative Vision?
The Creative Vision begins with the question:
What problem do you want to highlight? Invent a product for it.
You can create an impossible brand, an absurd object, a false need, a critical technology, a surreal service or an unnecessary solution.
In this case, advertising aesthetics become a tool for fiction and critique.
Do I have to choose one of the two visions?
You must identify which of the two routes best represents the overall approach of your project.
However, both begin with the same idea: using the language of advertising to question it from within.
What kind of product, brand or campaign can I invent?
For example:
- An impossible object.
- An absurd service.
- A fictional brand.
- An emotional experience.
- A critical technology.
- An unnecessary solution.
- A ridiculous luxury.
- A medicine for a social problem.
- A campaign that appears to sell something but actually denounces something else.
- Your own work connected to a protest or social cause.
These are only examples. Other approaches are welcome.
3. USE OF EXISTING BRANDS AND REFERENCES
Can I use a real brand?
Direct appropriation, recognisable recreations and unauthorised use of existing brands, logos, commercial identities or real campaigns will not be accepted.
Can I create a fictional brand?
Yes. Creating a fictional identity is one of the possibilities offered by the open call.
Can I draw inspiration from the visual language of advertising?
Yes, provided that the result has its own identity and does not recognisably reproduce or imitate an existing campaign, brand or commercial identity.
Can I use third-party logos, typefaces or materials?
Only when you hold the necessary licences or permissions.
Each participant is responsible for verifying the rights associated with any typefaces, images, logos, sounds, videos, graphic files or external materials included in their project.
4. IMAGES AND MATERIALS
How many images do I have to submit?
You must submit between 10 and 15 images in total.
Do all the images have to be different?
The images must help to explain and develop the project as a coherent campaign.
They may show different scenes, environments, products, characters, body details, interfaces, spaces or narrative elements related to the proposal.
Do the images have to use a specific orientation?
No. The images may be portrait, landscape or square and may use different proportions.
Is a cover image compulsory?
Yes. One of the images must function as the cover or main advertisement for the project.
What should the cover look like?
The cover must clearly identify the project and function as an advertisement designed for publication in a magazine.
It may include:
- The name of the brand or project.
- A slogan or claim.
- Headlines.
- Short messages.
- Graphic resources.
- Typographic elements.
- Fictional logos.
- Overlaid text.
- Advertising-style graphic composition.
- Any aesthetic resource required to present the campaign.
The cover offers complete freedom to combine image, text and graphic design.
Can text appear in the other images?
Yes, provided that the text is a natural and integrated part of the scene itself.
For example:
- The name of a fictional brand printed on a product.
- Information incorporated into a container or packaging.
- Text displayed on a billboard.
- A sign located within a space.
- Content shown on a screen.
- Buttons or information within an interface.
- Labels or messages that form part of an object.
- Text integrated into the visual narrative of the work.
Can I add an overlaid slogan to every image?
No.
Graphic treatments of text, slogans, headlines, captions or messages added as a design layer are only freely permitted on the cover image.
In all other images, text must appear as an organic element within the scene and not as a graphic layer added afterwards to explain the proposal.
Must the development images be presented without added graphics?
Yes. Apart from text naturally integrated into the scene, the development images must not include frames, explanations, captions, headlines or other overlaid graphic elements.
5. PDF FORMAT
In what format must I submit the project?
The project must be submitted as a portrait A4 PDF.
How many pages can the PDF contain?
The PDF may contain a maximum of 15 pages.
How many images should each page contain?
Each page must contain a single image.
Can I place several images on the same page?
No. One image must be presented per page.
What happens if an image does not fill the entire page?
The remaining space must have a white background.
Does the PDF have to include explanatory text?
The conceptual information is completed in the form. The PDF must focus on the visual presentation of the images.
Does the submitted PDF determine the exact layout of the book?
No. The PDF enables the jury to understand and assess the project.
If selected, creAtIva will adapt the materials to the editorial structure and design of Vol.10.
6. INFORMATION REQUIRED IN THE FORM
What information will I have to provide?
Among other details:
- Project title.
- A brief description of the proposal.
- A short CV.
- Real name.
- Country.
- Artist name or social media handle.
- Social media profile.
- Website, when available.
- Tools used.
- Reference image for social media.
- Proof of payment of the registration fee.
- Final project PDF.
Will my real name be published?
No, unless you expressly authorise its publication.
The artist name, social media handle or public identification provided in the form will be used when communicating the project.
Do I have to explain which AI tools I used?
Yes. The form will request information about the tools used during the creative process.
7. PARTICIPATION AND REGISTRATION
Who can participate?
The open call is intended for artists, studios, visual creators and authors working with generative artificial intelligence.
Is the open call international?
Yes. Artists from any country may participate.
Can I participate with more than one project?
No. Only one registration per person is permitted.
What is the registration period?
The open call is open from 1 to 30 June 2026.
What time does the open call close?
The deadline is 30 June 2026 at 11:59 p.m., Spanish time.
What is the initial registration fee?
The registration fee is €12.
Is the registration fee refundable?
No. The registration fee is non-refundable under all circumstances.
How is the registration completed?
Registration is completed by:
- Paying the initial fee.
- Completing the official form.
- Providing proof of payment.
- Submitting the project and all requested materials within the established deadline.
8. BENEFITS FOR ALL REGISTERED PARTICIPANTS
What does a registered participant receive?
All correctly registered participants receive:
- The PDF of creAtIva Vol.9.
- The PDF of the Vol.9 Pocket Edition.
- Publication of one image in the Vol.10 Pocket Edition.
- The PDF of the Vol.10 Pocket Edition once it is available.
- An activation code to work with Hailuo AI / MiniMax during the open call.
- The opportunity to take part in the Special Audience Mention.
When will I receive the Hailuo AI / MiniMax code?
The code is provided once payment has been confirmed and the corresponding registration process has been completed.
How long will the code be available?
This benefit is exclusively associated with the open-call period and provides a one-month Standard subscription.
Participants are advised to complete their registration early enough to make use of it during the open call.
What is the Vol.10 Pocket Edition?
It is a small-format publication featuring one image by each registered artist, accompanied by their artist name and project title.
What format will the Pocket Edition have?
- 6 × 9 inches.
- Paperback.
- Matte cover.
When will the Pocket Edition be published?
The estimated publication date is late July 2026.
9. PUBLICATION ON INSTAGRAM
Will every project appear on Instagram?
Each correctly registered participant who has submitted the final project will have one image published on the creAtIva | AI Art Book account.
Is the image published immediately after payment?
No. The image will only be published once the final project has been correctly submitted and the material has been reviewed and approved by creAtIva.
Who chooses the Instagram image?
The image must be provided by the artist through the corresponding form.
How will it be published?
It will be published on the creAtIva | AI Art Book profile, and a collaborative post with the artist’s account will be proposed.
What will this image be used for?
The same image will be used to:
- Present the project publicly.
- Take part in the Special Audience Mention.
- Appear in the Vol.10 Pocket Edition.
- Promote the open call and its participants.
10. SELECTION SYSTEM
How many artists will be selected?
A total of 30 artists will be selected.
How are the places allocated?
- 25 artists will be selected by the professional jury.
- 5 artists will be selected through a public vote.
How does the jury select the projects?
Each member of the jury gives every project an overall score from 1 to 10.
The final score for each participant is the sum of the scores awarded by all members of the jury.
What aspects will the jury assess?
The main criteria are:
Concept and relationship to the theme
The project’s ability to engage critically, experimentally or reflectively with ADS — Advertising Against Advertising.
Creativity and originality
The level of visual and conceptual innovation, as well as the project’s ability to build a distinctive identity.
Art direction and overall impact
Aesthetic coherence, visual strength and the project’s ability to function as a solid and memorable campaign.
Who is on the jury?
- Marta Velázquez — Cultural manager, digital art curator, artificial intelligence specialist, and Director of Production and Communication at ArtFutura Festival.
- Sara Torres — Director of PAC — Plataforma de Arte Contemporáneo.
- Nina Khaldi — Founder and Director of Eterna AI Agency.
- Wiktor VR — Founder and Director of creAtIva | AI Art Book.
- Ricardo Llavador — Creative Director at UNREALITY and board member of the Spanish Creative Club.
- Luis di Lascio — Lecturer at BROTHER Barcelona School of Creatives, Creative Director and artificial intelligence specialist.
- Andy Gordon — Co-Founder of BIONIC Awards.
- Jessie Yang — Global Marketing at MiniMax.
11. SELECTION OF FIVE ARTISTS THROUGH PUBLIC VOTING
How will the five artists be selected through public voting?
After the jury has selected 25 projects, the 10 highest-scoring projects not included in that initial selection will be identified.
These 10 projects will move on to a public-voting stage.
Will these ten projects be voted on through Instagram likes?
No. The vote to select the five artists will take place through a specific form that will be provided at the appropriate time.
Social media will be used to present and promote the finalist projects, but votes will not be counted there.
How many projects will be selected through this process?
The five projects receiving the most votes at this stage will join the 30 artists featured in Vol.10.
When will they be announced?
The 25 jury-selected projects will be announced during the first half of July.
The five projects selected through public voting will be announced during the second half of July.
12. SPECIAL AUDIENCE MENTION
What is the Special Audience Mention?
It is a recognition independent from the selection of the 30 artists.
It is awarded to the proposal that receives the highest number of likes on its official Instagram post.
Where does this vote take place?
Exclusively on Instagram, within the official post published by creAtIva | AI Art Book.
Until when can votes be received?
Voting will remain open from the publication of each proposal until 13 July 2026 at 11:59 p.m., Spanish time.
What is the prize?
The winning proposal will receive one additional page in Vol.10 dedicated to the submitted project.
Can I receive the Special Audience Mention even if I have not been selected by the jury?
Yes. The Special Audience Mention is independent from the main selection system.
Can I receive the Special Audience Mention if I am already one of the 30 selected artists?
Yes. It may be awarded to an artist selected by the jury, through public voting, or to an artist who is not included in the final selection.
Are the Special Audience Mention and the public selection the same vote?
No.
- The five artists are selected through a form involving ten finalist projects.
- The Special Audience Mention is determined by the number of likes received on Instagram.
They are two separate initiatives.
13. CONDITIONS FOR THE 30 SELECTED ARTISTS
Is there a second fee for selected artists?
Yes. The 30 selected artists must pay a participation fee of €99 (international invoice / +21% VAT in Spain). This fee formalises their inclusion in the publication and provides access to the full creAtIva ecosystem.
When is this payment made?
The payment link and instructions will be sent only to the selected artists.
Can the fee be paid in instalments?
No. The amount must be paid in a single payment.
Is an Instagram account compulsory?
Yes. Selected artists must have an active Instagram profile.
A joint private chat will be created to communicate notices, dates, instructions and project updates.
14. BENEFITS FOR SELECTED ARTISTS
What does each of the 30 selected artists receive?
Each selected artist will receive:
- Six editorial pages in Vol.10.
- Publication of up to 15 images from their project.
- An extended curatorial text.
- A voice narration linked to the project, created with VoicePowered AI.
- An augmented-reality activation through Artivive.
- A special article developed by PAC — Plataforma de Arte Contemporáneo.
- Three months of promotion connected to the launch.
- Permanent inclusion in the creAtIva website gallery.
- Benefits and credits from collaborating technology platforms.
- A free PDF of Vol.10.
- A free PDF of the Pocket Edition.
- One free printed copy of Vol.10, courtesy of BROTHER Barcelona and MUTANTE.
- Potential profile review by The Relative Gallery through the Curatorial Bridge.
Will all 15 images necessarily be published?
Yes.
What does Curatorial Bridge mean?
The Relative Gallery will review profiles associated with Vol.10 and may, according to its own curatorial criteria, consider suitable artists for future open calls, digital projects or exhibition initiatives.
This does not imply automatic selection or engagement.
15. TECHNOLOGY PARTNERSHIPS
What does Hailuo AI / MiniMax provide?
For registered participants:
- A one-month Standard subscription during the open-call period, available only once the project has been submitted.
For the 30 selected artists:
- A one-month Pro subscription.
For the three highest-rated proposals:
- A three-month Ultra subscription.
What does Artivive provide?
For the 30 selected artists:
- A free two-month Pro Plus account.
Only for the proposal receiving the highest score from the jury:
- A free one-year Pro Plus account.
Instructions for creating the video associated with the augmented-reality experience will be provided exclusively to the selected artists.
What does Open Magic provide?
Only the three proposals receiving the highest scores from the jury will receive:
- A Pro subscription to oMagic.ai.
- Direct support from the team.
- The opportunity to create and publish customised scenes or templates inspired by their artistic style.
Open Magic can be used not only for advertising campaigns or product content, but also to extend the artists’ work from new visual perspectives and present it through customised templates, scenes and formats.
What does VoicePowered AI provide?
VoicePowered AI makes it possible to create an audio narration associated with the curatorial text.
Readers will be able to access this narration through a QR code included in the publication.
Are all platform benefits guaranteed?
Benefits linked to external partners may be subject to technical availability, scheduling and the individual terms and conditions of each organisation.
16. FINAL EDITORIAL FORMAT OF VOL.10
What format will the book have?
- Hardcover.
- Matte cover.
- 8.25 × 11 inches.
- Full-colour printing.
- Premium paper and printing.
How many pages will each artist receive?
Each selected artist will receive six pages.
How will those six pages be distributed?
- One page for the curatorial text and artist information.
- One page for the cover or main advertisement.
- Four pages for the visual and conceptual development of the project.
Can I personally decide the complete layout?
Artists provide the images and materials, but the final adaptation will be carried out by creAtIva to maintain the editorial coherence of the book.
Can my images be cropped?
Yes. creAtIva may crop or adapt images to suit promotional or social-media formats.
The authorship and central meaning of the work will be respected.
17. VOL.10 PROGRAMME AND VISIBILITY
What promotional and dissemination activities are planned?
The announced activities include:
- An exhibition in printed and small-format form at the FNAC Asturias Forum, provisionally scheduled for September 2026.
- An official point of sale at IA Hub Barcelona.
- Placement of Vol.10 in 15 public libraries belonging to the Barcelona Provincial Council.
- Participation in creAtIva’s Annual Group Exhibition with works connected to Volumes 9, 10 and 11. The group exhibition will run from 28 October to 8 November 2026.
- Potential additional cultural, editorial, exhibition and promotional activities.
Which media partners are connected to the project?
- IIIL.
- frmwrk.
- AI/CC — Artificial Intelligence Creative Community.
- Shaike.
- PAC — Plataforma de Arte Contemporáneo.
18. SECOND OPEN CALL FOR PARTNER COMMUNITIES
Will there be another open call after the main selection?
Yes. Once the official open call has concluded, a second, specific open call will be launched for members of:
- AI/CC.
- IIIL.
- frmwrk.
Who can take part in this second open call?
It will be open to members of these communities who are not among the 30 artists selected through the main open call.
Who will manage this second open call?
The collaborating communities themselves will manage registration, the applicable fee and the selection process.
How many projects will be selected?
A total of 20 projects will be selected.
How much space will each project receive?
Each of the 20 projects will receive one page in Vol.10.
19. COPYRIGHT AND INTELLECTUAL PROPERTY
Who retains the rights to the works?
Copyright remains with the artists at all times.
What rights do I grant creAtIva by participating?
You authorise creAtIva | AI Art Book to use the submitted materials for:
- Editorial purposes.
- Promotional purposes.
- Cultural purposes.
- Exhibition purposes.
- Curatorial purposes.
- Communication connected to the project.
Is the authorisation exclusive?
No. The authorisation is non-exclusive.
You may continue to publish, exhibit or use your works in other contexts.
Does the authorisation apply internationally?
Yes. The authorisation has international scope and remains valid without a time limit within the framework of creAtIva | AI Art Book activities.
Will I always be credited?
Yes. creAtIva undertakes to identify the authorship of all works used.
Can creAtIva sell my work?
No. creAtIva does not sell the artists’ works.
The only intended commercial activity is the sale of the book itself or associated editorial publications.
Any potential sale of an artwork to a third party must be communicated to the artist and cannot take place without their prior consent.
Can the works be used in exhibitions or screenings?
Yes. Selected materials may be shared with collaborators, institutions, media outlets, cultural venues and associated platforms for:
- Public screenings.
- Physical or digital exhibitions.
- Publication in media outlets.
- Dissemination on social media.
- Institutional presentations.
- Dossiers.
- Augmented-reality initiatives.
- Audio narratives.
- Activities associated with the project.
These uses do not involve any transfer of intellectual property and do not permit independent commercial exploitation by third parties.
Who is responsible if I use materials without permission?
The participant is responsible for any claim relating to the use of images, models, styles, characters, brands, datasets, sounds, videos, typefaces or third-party materials.
20. DATA PROTECTION
What will my personal data be used for?
The data will be used exclusively to:
- Manage the open call.
- Verify payments.
- Communicate with participants.
- Manage the selection process.
- Prepare the publication.
- Develop activities connected to Vol.10.
Will my data be shared?
It will not be shared with third parties unless this is necessary to manage the project, comply with legal obligations or develop activities directly connected to the participation of selected artists.
21. ACCEPTANCE OF THE TERMS AND CONDITIONS
What does participation imply?
Participation implies full acceptance of the terms and conditions.
Can creAtIva adapt the content?
Yes. creAtIva may adapt, distribute or crop the materials to suit social media, promotional initiatives and different dissemination formats.
Where will the final technical instructions be provided?
Specific information concerning submissions, formats, videos, augmented reality, curatorial texts and final materials will be provided through the corresponding forms and official communications.
