Basing himself on his professional experience in the world of audiovisual advertising, Morales gave the students some tips on how to translate an idea to the screen. During the lecture, the TV commercial director used examples of campaigns he had worked on, such as "Today" and Audi "VirtualA3".

Morales also shared his experience shooting with celebrities, specifically the top athletes who endorse the Nike brand. The lecture was part of the subject Television Communication, taught by Dr. Ricard Mamblona to first-year Advertising and Public Relations students.