Operación Concha (original title) Marcos Ruiz de Aldazabal (Karra Elejalde) is a ruthless businessman and owner of bankrupt production company Urumea Productions L.L.C. Using the San Sebastian Film Festival to his advantage, Marcos plans to fool a millionairess to invest in his business by hiring a double of Ray Silvela (Jordi Molla), a prestigious American-Cuban actor.