Introducing the new Palacio de Hierro store in southern Mexico City, “Mitikah” – directed by Sebastián Caporelli – can best be described as a floral filmmaking fantasy combining history, timeless architecture, and the supernatural element of wolf symbolism. Of all land animals, the wolf is considered the most accomplished hunter. The perfect spirit animal for a seasoned shopper.
SPW Credits
Director – Sebastián Caporelli @giancarlodicaporelli
Agency – Teran TBWA @terantbwa
Production Director – Gerardo Salas @gerardosalasg
Executive Producer – Karla Vazquez @valkyta, Antonio Acosta @antonioaco, Claudia Rebolledo @claudia.reboma
AD – Itzel Miranda @itzel_miranda
Online production – The Team @theteam_mx
DoP – Pau Muñoz @pau___munoz
Art Direction – Amilcar Espadas @amilcarespadas
Styling – Gerardo Islas @islagerardo
Make up – Stephanie Sznicer @stephaniesznicer
Hair – Gerardo Maldonado @lilttle_lee
Model – Ana Paula Valle @anapauvalle
Post coordination – Nathalia Rodríguez @naathalia_
Edit – Julián Rivera @juricoga
Color – Joaco Castro @joacocastro_
Post – Wolf VFX @wolfvfx
Creative: Christian Peña @chrisotravez Ana Laura @analaurad Juan José Reyes@rosse_r @juanalc
Accounts: Regina Garcia@soyreex
Producer: Maria Fernanda Rodriguez @ferts12
ScreenWork Categories:Commercial
Discipline:Directing
Go RVing, Explore Commercial Productions and Director Jeremy Pinckert Don’t Want You to Go There in a Hotel!
"Hotel Hassle" directed by Jeremy Pinckert.
Commercial production company Explore and director Jeremy Pinckert went to a familiar well to pull inspiration for their latest production for Go RVing. "Hotel Hassle" was initially conceived as an audio-only campaign, but Go RVing's SVP/CMO Karen Redfern asked Explore to adapt the script into a new, live-action commercial. The adaptation from audio ads to digital commercial spots involved adding re-written lines and a few iconic scenes from Pinckert’s ideas that provided anchor moments for the ads. In particular, 'Hotel Hassle' features a room key that just won’t open the door. The visual he added (a round sensor on the door where the key unlocks) not only modernized the ad into the age of tap, but also gave the spot a technology vs. human undertone, invoking the AI-character Hal from Stanley Kubrick’s '2001 A Space Odyssey.'
Explore and Pinckert also added a visual hook to the ending of the spot that leaned on his own experiences traveling with his family. He found his hands were always full, clutching a few bags, random loose objects, his phone, and of course, his coffee. In the commercial, there is a moment where all of the frustrations are just too much for the protagonist and he almost curses in front of the family. What if the director added an action where the protagonist accidentally spills their coffee and the camera freezes precisely at this moment?
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"Hotel Hassle", part of Go RVing's larger Don't Go There! campaign, is currently being broadcast nationwide via strategic digital channels.
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