Contrario goes live: a new production company built to challenge the way things are done

At TwentyfourSevenGroup, we believe the most interesting ideas rarely come from following the expected path. This year, we’re launching Contrario, a new production company grounded in a simple but powerful premise: question how things are done and find better ways to do them. The name says it all: Contrario is not just a label, it’s a point of view.

Contrario is born from the merger of two established companies, Blur and Smile. Each brought something the other was missing. Smile was looking to strengthen its roster with more established directors, while Blur was ready to open the door to a new generation of talent. Bringing them together created a natural balance, allowing us to build a stronger, more complete production company from day one.

That sense of balance extends beyond the roster. The executive production team, made up of Cristina Español, Pablo Heras, Rafa Reboll and Manu Aguer, reflects a true integration of both legacies. Agency relationships, market knowledge and ways of working have been combined into a single structure that allows us to operate fluidly across different geographies without compromising creative standards.

Culturally, Contrario has a clear identity. We are a global company with strong Latin roots. Our DNA is shaped by Spain and Latin America, not only in terms of talent, but in the way we approach storytelling, rhythm and craft. In a market that often leans toward uniformity, we see that specificity as a strength, not a limitation.

Operating from Madrid and Barcelona, we have retained almost the entire combined roster from Blur and Smile, ensuring continuity in talent, creative diversity and long-standing relationships with agencies and brands, while building a new, unified identity.

As part of TwentyfourSevenGroup, Contrario is designed to scale from the outset. Being integrated into our international ecosystem allows the company to produce across multiple European and Latin American markets under a shared operational model. This is not just about growth, it’s about building a consistent, forward-thinking production approach. Contrario is live, and it’s here to challenge the status quo.