Campaign for Patrick Argentina
MABE, a leading company in Latin American’s household appliances category decided to launch a new campaign for their Argentinean brand Patrick. The creativity was in charge of the agency, CraveroLanis
The brief: explain how their appliances adapt peoples’ needs and attend them at each stage of their life through 10 images that could coexist both on social networks and OOH. Since all photos were going to be shot from inside refrigerators and kitchens and have almost no variations of the camera’s position, it was essential to build a different story for each image to not end up being a tedious and repetitive campaign.
My proposal was to create ten different universes. Where each piece and its characters represent a diverse group. This is how “Les pibes,” “The Family,” “The Vegan,” “The App Fan,” “The gourmet,” and “the Chef” emerged.
That was the starting point to build each universe. Thinking about what they would be like and what they would have in their refrigerators, we face the casting and the art of the pieces. Oven and laundry were detached a little of these to complete the campaign.
This aesthetic and conceptual proposal helped both us and the agency understand the way to solve the graphics.
Then came the fun part of cutting refrigerators, producing the art, and of course, taking the photos.
At last but not least,
The learnings from the project.
- Always conceptualize your projects and look for the story behind the images.
- Find bank photos for backgrounds before the shot to not suffer so much in the post.
- Assemble the best possible team in production, art, and post-production; it always adds up.
- Being aligned with the agency and client helps us have a relaxed shooting and obtain the result expected by everyone.
- Do not be afraid to propose different things. Diverse casting kills heroes.
CREDITS:
- Advertiser: PATRICK ARGENTINA
- Product: INSTITUTIONAL
- Title: CONTA CON PATRICK
- Agency: CRAVEROLANIS
- General Creative Direction: JUAN CRAVERO
- Creative Direction: TOTO MARELLI
- Managing Director: GABRIEL MALONEAY
- General Account Director: ELIZABETH ARES
- Account Director: BEATRIZ SUAREZ
- Agency Producer: MARIANO GALPERIN
- Production Company: CUMBIA VS
- Photographer: JUAN SALVARREDY
- Post-Production: NATALIA TAFFAREL
- Executive Producer: MONTI
- Responsible for the client: LUIS GARCIA, PABLO GALLINA, JULIETA REMENTERIA
