Dairy, beverage & culinary brand gets an arresting visual treatment, while retaining its organic vibe
The new commercial for the Almarai family of brands is titled, "Trusted Freshness." and in addition to the high-quality dairy, beverage, and culinary products for which it is known, the phrase could be used to describe the spot’s visual treatment. Created via JWT Riyadh, produced by Dreambox, and directed by Plástico (represented via the Easy Mondays+Poster partnership in the US), the spot seamlessly takes us through the farming, procurement, and preparation of the ingredients required for a delicious meal. The actors remain still, and only the camera moves, from farm, to home, to kitchen (where steam rises from the pan on the stove), and, finally, out back, to a family BBQ complete with grilling, and a beautifully dressed table.
Despite the lack of motion, the characters are alive with a passion for food and time spent together.
Ale Ruax of Plástico explains the genesis of the production: "The original script was a series of traditional vignettes, and I presented the idea of doing everything in one shot,” he says.
“We wanted to retain the organic nature of the film, because the product itself is organic and fresh. So the real challenge was to get the sets and timing perfect, while always highlighting the product.” This required extensive rehearsal and choreography, Ruax related, “while getting it all done within the time allotted."
Plástico is a joint creative project founded by directors Ale Ruax and Rama Martínez. Ruax launched his career in production, working with top directors across the globe. Martinez mastered the art of conceptual design. The pair expanded their team to join forces with frequent collaborator Maca Rubio, a director with experience creating stunning commercials and music videos. To her work, she brings a unique eye for art direction, accomplishing ambitious goals without neglecting poetry and beauty. Plástico's work is like no other. Their style is unique, fresh, and always young. Their clients include Nike, Adidas, McDonald's, Burger King, Sony, Diesel, Pepsi, 7UP, Gatorade, Coca-Cola, Sprite, Volkswagen, and Ford, Chevrolet, Peugeot, Renault, Nissan, Toyota, amongsts. Individually, Rubio has worked with Adidas, Levis, Sedal, Nestle, Schneider, and more.
The Plástico collective is represented stateside via the Easy Mondays+Poster partnership.
Asian World Film Festival (AWFF) Announces 2024 Film Line-Ups
The Asian World Film Festival (AWFF) announced the festival’s Main Competition and Short Film lineups; select, noteworthy screenings; special program highlights; and centerpiece film. Celebrating its 10th anniversary of showcasing Asian film from around the world, AWFF will take place November 13-21, 2024, at The Culver Theater in Culver City, CA. The nine-day festival will present narrative and documentary motion pictures and short films from 27 countries, including four that premiered at the 2024 Cannes Film Festival. More than 30 of the screenings will feature live Q&As with the filmmakers, talent, and crew. Georges N. Chamchoum, AWFF Executive Director, said, “We are very grateful to the filmmakers around the world supporting this year’s line-up with more than 60 narrative and documentary films. The AWFF continues to open the window to the region of Asia as well to showcase Asian-American talent through our range of programs. I am amazed at the depth and breadth of the work on the AWFF schedule this year.” AWFF Main Competition The Main Competition will exclusively include sixteen motion pictures submitted for the 97th Academy Award® for Best International Feature Film. Snow Leopard trophies will be awarded for Best Film, Best Actor, Best Actress, Special Jury Prize, and Audience Award. The Best Cinematography winner will receive a $45,000 Panavision Camera Package... Read More