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FALABELLA TECNO > D&U
One of 11 spots I directed for Falabella, this is one of the largest department stores here in South America with Stores in four countries. Scripts are based around real sales persons talking to camera about a funny anecdote they had with a client related to a good buying experience. I’m known as a ‘visual’ director so I had been waiting for a long time a project like this, acting, real people... It started with an intensive casting process, the idea was always to use real sales persons and we focused on it, working with first AD, we interviewed every one of the more than 200 people working all over the country. After a three week process, we finally found the chosen 6. To make the characters feel more comfortable, we builded a replica store to shoot the text to camera segments. At the beginning everyone was very nervous, after a cold start and many rehearsals, each one in the cast achieved a strong camera communication. After the first six commercials, client asked us to film 5 more spots for Perú, so we did a local casting research there with excellent results, we replicated the workflow we learned in the previous commercials. Campaign has been a success, and you can see all of the new stars smiling in huge billboards around the cities now. For me, has been a very rewarding experience, the project presented a lot of challenges and I’m proud to see we were able to accomplish and surpass all of them. One of the most important lessons in this job, it’s that when we are able to build a strong team with agency and client, it’s always a very good process, this time was exactly like that. Exec. Producer: Pilar Pintor @ Cinemágica. Creative Director: Andrés Vilaseca, Marcelo García @ Dittborn&Unzueta First A.D.: Rodrigo Saldías DoP: Brian Welsh Editor: Marcelo Pedraza / Andrés Dalençon @ Loica Music: Libelula Post Producer: Gabriel García Filmed with the Red One camera, two units.