hotel/hotel
la distancia mas corta entre puntos, es una linea recta... o... si eliminamos todo lo que nos estorba. eso es lo que hace un gps. tu y tu destino, nada mas. este es mi primer trabajo en colaboracion de Jaime Cueto.
the shorter distance between points, it's a straght line... or... we can just eliminate all the obstacles. that's what a gps does. you and your destiny, nothing else. this is my first job working with Jaime Cueto.
auto/suv
las cuentas que no salen, el trabajo, las ocupaciones del dia a dia... todo se puede convertir en un dolor de cabeza. afortunadamente, asi como aparecen las podemos dejar en el pasado, con Aspirina.
bills that never end, the work, the day-to-day endless tasks... everything can become a headache. fortunately, just as these situations appear we can leave them in the past, with Aspirin. (the text says 'that headache is history').
lavamanos/sink
en Guatemala somos mas que conocidos por nuestra creatividad para las reparaciones y la improvisacion, no asi por la seguridad y garantia (pero ese es otro tema). esta campaña es un homenaje a esas situaciones. por que improvisar si es tan facil encontrar la solucion?
fotografia documental, sin pretensiones y un mensaje claro. fue un proyecto divertido.
we are quite well known in Guatemala when it comes to fixing and improvisation, not so well known when it comes to safety and guarantee (but that's another issue). this campaign is an tribute to those situations. why an improvisation when the answer is so easy to find?
photography in as-is attitude, no pretensions and a clear message. it was a fun project.
tina/bathtub
sobe adrenaline rush introducia su nueva presentacion de 16-onzas (casi medio litro), mucha mas energia. en que momentos necesitas mas energia? pense en dos situaciones que podrian quedar simpaticas en la ejecucion: cuando necesitas manejar de vuelta a casa despues del after y cuando te preparas para una noche de rockstar. una vez mas, el aporte fotografico se lo debo a Mario Guerra y la direccion de arte a dos grandes graficos de la agencia, plasmaron justo lo que tenia en mente. ambas piezas quedaron finalistas dos veces y 'emergencia' fue premiado en el festival de antigua (festival regional de centro america) con el unico premio de la categoria.
these were made for the introduction of the 16-ounces (almost half a liter) new presentation of sobe adrenaline rush, that means a whole lot of energy. when you need it the most? I thought in two situations that might result in a fun project: when you need to drive back home after the after party and when you are getting ready for a rockstar night. once more, the photography is work of Mario Guerra, the art direction is work of two of the finest art directors in the agency, they made my vision come true. both ads were shortlisted twice in the festival de antigua advertising festival (this is regional in central america) and 'emergency' was the only award in the category.
mechero/lighter
debo admitir que este aviso tenia una gran ventaja, he visto tantos avisos de copas simulando los instrumentos para los bares con musica en vivo, que tenia muy clara la ruta que no debia tomar. entonces, nace esta idea coctel de bar+rock n' roll. agitado, mezclado y flameado.
I have to admit that I had a great advantage with this one, I've seen so many glasses simulating instruments to promote live music at bars that I had so clear what I didn't want to do. so, this I wrote this recipe for a bar+rock n'roll cocktail. shaken, stirred and flamed.
conductor designado/designated driver
con esta tuvimos bastante libertad, gracias al target (16-22). el programa 'amarrate a la vida' es para incentivar la cultura de conductor designado, para resumir: el grupo de amigos sale a divertirse, uno de ellos lleva la pulsera que lo identifica y recibe trato vip sin bebidas alcoholicas. tenia la idea en mente, el creativo del grupo termino de ajustar la linea y el director de arte se lucio. me gustan esos dias.
we had a lot of freedom with this one, thanks to the target we were aiming (16-22). the program 'amarrate a la vida' is about the culture of a designated driver, in short: a group of friends go out for fun, one of them is identified with a bracelet, so he receives vip service at bars, without alcoholic drinks. I had the idea clear in mind, the copywriter adjusted the line and the art director made a really good job. I like those days.
espejo/mirror
la religion es una disciplina, como tal, puede exportarse a distintos espectros de nuestra vida, como el culto al cuerpo (algo tan expresionista). esta campaña es un reconocimiento a la vanidad femenina, que las lleva mas cerca de la divinidad.
religion is a discipline, so, it can be exported to different spectrums of our life, like the cult to the body (such a expressionist thing). this campaign is an hommage to the female vanity, which take them one step closer to divinity. the texts translate more or less (from top to bottom) as: remember the sabbath and keep it holy. you shall not answer against your neighbor as a false witness and you must love your neighbor as yourself.
escape/escape
estos avisos me quitaron el sueño por un buen tiempo. desde que conceptualice la idea hasta que salio el render final. tuve que aprender sobre modelado organico, matte painting y texturizado para completar los avisos. posterior, un ilustrador agrego los toques finales. la campaña impuso un estilo grafico, que luego fue imitado (el mejor alimento para el ego), la campaña quedo en el shortlist del festival de antigua, pero en su categoria se argumento que podia ser trucho. la razon? que el codigo les parecia que no iba a constructores. moraleja: ante la duda, el cuadrito que dice 'racional/comentarios' en la inscripcion, llenalo.
these ads did really took some sleep out of me. since I landed the concept until the last render. I had to learn about organic modeling, matte painting and texturing to complete the campaign. afterwards, an illustrator added the final touch. the campaign made a stand on the graphic style and later on was imitated (the best food for the ego). it ranked in the shortlist of the central american advertising festival, festival de antigua, but in the category, it was told that the ads might be a scam. the reason? the code used wasn't aimed to constructors. the lesson was learned: in case of doubt, the space labeled as 'rationale/comments' in the entry form, fill it.
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