Bicoastal/international RSA Films has launched a division that will specialize in commercials for the Latin and Hispanic markets. The new venture, called La Division, is being headed by industry veteran Ed Rivero, who came aboard RSA in 2002 to provide Latin and Hispanic spot representation for the company’s directorial roster.
La Division now opens with a lineup of Latin commercial directors that includes Angel Gracia (whose work has gained recognition at such competitions as the Cannes International Advertising Festival, Eurobest and Circulo Creativo Mexico), Arturo Pereyra (Gatorade, Ford, Coca-Cola), Augusto Gimenez Zapiola (founder of Argentinacine, a leading production house in Argentina), Felix Fernandez de Castro (founder of Barcelona SCPF, with spots for BMW, Audi, VW, Mercedes-Benz, Coke), Jesus M. Rodriguez (former creative director for Discovery Networks Latin America), Karina Taira (Christian Dior, Evian, L’Oreal), Magaby Garcia (Avantel, VW, Kellogg’s), Simon Bross (VW, McDonald’s, Coke, Continental Airlines) and the Argentine directing team Doble Nelson (Ford, Peugeot, Renault, Telefonica, Vodafone).
“With Hispanic buying power in the U.S. and abroad soaring to new levels, it’s only natural for a global company like RSA to bring their high standards to the table and focus its energies on what amounts to a promising and dynamic emerging market,” stated Rivero, whose track record spans the feature and advertising worlds.
In the former arena, he line produced Argentino In New York, a film directed by Juan Jusid and which went on to become a box office hit in Argentina. Rivero has also had a hand in assorted commercials over the years and is credited with helping launch Mars’ brands such as Pedigree, M&Ms, Starburst and Uncle Ben’s in the U.S. Hispanic and Latin American markets.
Rivero started out in New York as a producer at now defunct production companies ESPA Campaigns and Eye On Productions. He moved to Miami to head up the Telesol cable network, a planned international cable launch for South America that didn’t come to fruition. He then freelance produced for such clients as Kal Kan, AT&T and Mobil Oil.
Next Rivero opened RiverQuest in New York, which was involved in features and commercials, and at one time even repped Los Angeles-based A Band Apart in the South American ad market. Rivero then became a founding member of South Beach Productions in Miami, continuing to be involved in multiple disciplines spanning spots, longform and TV programs. He then joined RSA four years ago.