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    Director Ruben Latre Captures “A Bountiful Life” For Bellawood

    By SHOOTUpdated:No Comments1794 Views

    All the world’s a stage–and in this case a Bellawood wooden floor is the platform for a family’s life at home. There’s tapdancing, skateboarding, a toddler discovering peanut butter, an exploding watermelon and a glass that shatters. It’s a messy, joyful existence with beauty and durability under foot.

    This brand spot was produced for Big River Advertising through a creative collaboration between Trademarky Films and director Ruben Latre of Hostage Films. Trademarky Films’ producer Mark Meyers sought out a directing partner who could capture the agency concept of a bombastic slice-of-life with a cinematic touch. Meyers, a longtime producer and proponent of a cooperative approach that includes sourcing talent, was inspired by Ruben Latre’s stylized, richly layered reel. Latre’s extensive treatment was the tipping point in the selection.

    Latre directed and shot "A Bountiful Life," which was captured on three cameras; the Epic Dragon, the Phantom, and a Blackmagic.

    Credits

    Client Lumber Liquidators/Bellawood Agency Big River Advertising Fred Moore, president/CEO; Kai Fang, chief creative officer; Dee Briggs, broadcast producer; Geoff Stone, design director; Elizabeth Daniel, associate writer. Production Trademarky Films Mark Meyers, executive producer. Hostage Films Ruben Latre, director/DP/editor/sound designer; Melissa Beth, exec producer. Music Keith Kenniff

    ScreenWork Categories:Commercial
    Video Tags:Hostage FilmsRuben Latre



    The Best Work You May Never See: Rodrigo Garcia Saiz Directs “The HInVisible Celebrity” To Address Spain’s Stigma Over HIV

    Wednesday, December 25, 2024

    Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”

    Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?

    The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.

    The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More

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