Intensive Creative Experience for Emerging Talent in Marrakech
Six young finalists of the sixth edition of the "TiliLab" competition recently participated in an immersive creative experience in Marrakech, which took place from September 16 to 19. This initiative was part of a training program that seamlessly blended theory and practical exercises in the fields of creativity and advertising production. The "TiliLab Bootcamp" served as a significant opportunity for these young creators to explore the various stages of content production in advertising. Participants engaged with the entire process, starting from understanding the creative brief and brainstorming ideas, to developing the creative concept, drafting scripts, designing storyboards, and culminating in the presentation and defense of their projects before industry professionals and experts in the media and advertising sectors.
Over the course of three days, participants benefited from a series of master classes and hands-on workshops, along with guidance sessions led by professionals specializing in communication, advertising, media, and directing. These sessions were designed to equip the youth with practical tools that facilitate the transition of creative ideas from conceptual stages to actual production, while emphasizing the values of equality, inclusion, and diversity in advertising content. Ahlam Dabbagh, one of the competitors vying for the "TiliLab" award, remarked on the importance of the training camp, highlighting it as a vital learning experience where participants could gain insights from seasoned professionals across various fields, including advertising and media. She expressed that the master classes and workshops enabled participants to develop new skills and inspire ideas that could enhance their journeys as content creators.
Creative Challenge on Citizenship: A Key Element of the Bootcamp
A significant highlight of this training camp was the creative challenge centered around the theme of citizenship. Participants found themselves facing scenarios that mimicked the real-world conditions of professional advertising work, where they received a creative brief that compelled them to innovate and design an advertising campaign. Youssef Khaire, a representative from "Jouj Media," explained that the choice of citizenship as a theme arose from a growing need to foster discussions around this topic, coupled with a desire to explore how young individuals engage with it, both in terms of ideas and in translating it into creative content.
Throughout this challenge, participants progressed through various stages of the creative process, beginning with brainstorming and ideation, followed by writing and storyboard preparation, and culminating in the presentation of their proposals to a panel of professionals. At the conclusion of the bootcamp, the young creatives showcased their innovative ideas which they had worked on intensively over three days to a jury comprising media, communication, and advertising experts. This stage provided a valuable opportunity for receiving feedback and recommendations that could help refine their projects before advancing to the production phase.
Following the training camp, participants returned to Casablanca to enter a new phase of the competition, which involves producing their advertisements in authentic professional settings, supported by teams from the second channel. These works will later be presented to the judging panel of the "TiliLab" competition, which will determine the winner of the sixth edition of the "TiliLab" contest. It's important to note that the "TiliLab" initiative was launched alongside the "TiliLa" competition, aiming to support and discover young content creators under the age of 30, while also raising awareness about the significance of equality, diversity, and inclusion in the field of advertising creativity.
This year's edition witnessed notable engagement with the call for participation, resulting in over 70 applications following the opening of submissions in July 2026. After conducting a "Pre-Bootcamp" phase in Casablanca on September 3, six candidates were selected to continue competing and participate in the creative bootcamp in Marrakech. Through "TiliLab," the second channel continues to commit to supporting young talents and promoting the values of equality, diversity, and inclusion in the fields of media and advertising by providing a space for learning, training, and exchange with industry professionals and experts.
As reported by ar.lesiteinfo.com.
