Brazil Focus: Q&A with A+ Productions
Brasil. Brazil. Braaaaaaaasil! However you spell it we are sure the name conjures up sandy beaches, Carnaval, Favelas, one of best soccer teams in the world (!) and along with all the exoticness of this country, the complexities of airing international content. Well, we are here to tell you this is no longer the case. Yes, you still need ANCINE approval and to obtain a Condecine ID for your advertising media but it doesn't have to be a hugely complicated and expensive process. The recently rebranded APRO and Film Brazil have been working hard to promote this wonderfully diverse market to the International audience. We are proud to be working with one of their members, A+ Productions.
We were able to get a few minutes with Renata Chuquer, partner / executive producer at A+ Productions. Below is our Q&A session with this emerging talented production services house from Rio.
What service A+ provides: Full production services, international production services, nationalizations, content creation and production.
Who: Renata Chuquer, partner / executive producer.
What: Full production services, international production services, nationalisations, content creation and production (Audio visual department A+). Events creation and production, local concierge (D+ Projects).
Where: Rio de Janeiro, Brazil.
Favorite production location in Brazil: Brazil is filled with the most beautiful and diverse locations in the world, but Rio de Janeiro is always Rio de Janeiro!
Favorite Quote: “É difícil agradar a gregos e troianos, mas os Brasileiros conseguem” - It’s hard to please Greeks and Trojans at the same time, but somehow, Brazilians do!
Favorite Brazilian Musician: Bossa Nova is our eternal “cultural heritage”, but there’s one special local talent to watch out for: RUBEL.
FSM Quick Fire Round:
Caipiroska or caipirinha? Caipirinha! It’s the real and only one! Made with Brazilian rum - Cachaça! Don’t trust anyone that makes caipirinha with vodka!
Beach or City Life? Beach life, always better!
Feijoada or Pão de Queijo? Both: Feijoada for a Saturday lunch and Pão de queijo for that daily afternoon snack with the famous “cafezinho”.
Carnival or Football World Cup? Carnaval.
Facebook or Instagram? Instagram.
Rio or São Paulo? São Paulo for work and Rio for fun!
Q> So, how did you get started in the production world? What made you want to pave a career in commercial advertising/event coordination?
Renata Chuquer> I was born and raised in Rio de Janeiro and went to College for Advertising and Marketing. When I turned 22, I went to Los Angeles to take an extension course in Advertising at UCLA. While taking the course, I had the opportunity to intern in some productions which made me fall in love with the crazy, stressful and high paced production universe in the United States for 11 years, working in various production companies and projects – from events to all audio-visual content formats.
Q> What are the biggest myths surrounding shooting content in Brazil?
Renata> I think a lot of people have the impression that they won’t be able to find experienced crew and all the necessary equipment locally, but the audio visual/ events market here is very broad and busy, so we do have very talented and experienced bilingual crew and we rarely don’t have an equipment that is requested in the productions.
Q> What campaign have you worked on recently that you are most proud of?
Renata> I am very proud of all the productions that I worked on and they are very diverse and special to me: from small institutional projects to very large campaigns. Recently we had produced a branded content piece for Vans that shot in few parts of the world, that came out great!
But one project that I am emotionally attached to it is the awarded campaign for P&G directed by Alejandro Gonzalez Iñàrrituthat I had the honor to produce the Brazilian portion of it. The spot still puts me into tears, since I am a mother!
Q> Brazil is so diverse. What is the most popular location in your country? Why should international production companies consider shooting commercials in this region?
Renata> Rio and São Paulo are the most popular locations in Brazil for productions and where you find most of the crew, talent, equipment and locations. Between both places, you will find the most diverse casting you are able to find perhaps in the world because of our immigration history. São Paulo has the largest Japanese community outside of Japan, one of the many examples. Also, as far as locations, you are able to find old and modern architecture in both cities and incredible exotic and beautiful geography and nature specially in Rio.
Q> Will you be headed to Cannes this year? What advice do you have to young creative directors wanting to make their mark in the industry?
Renata> I have been to Cannes Lions Festival many times and unfortunately, I won’t be able to attend the event this year. My advice for the young creatives is: keep it simple and real! Less is more! Real and anything relatable to real life experiences are always a must! Sometimes the most “humble” idea is the one that gets all the right attention.
Q> Brazil ALWAYS does so well at Cannes. The creativity your market produces is incredible. How many Lions will Brazil pick up this year at Cannes ? Is there anyone / any company in particular we should be looking out for?
Renata> I hope Brazil gets a lot of awards this year again! There’s never a dull moment when you live in Brazil! In every single aspect! We have to be creative on a daily basis here, to resolve so many issues that we have to deal with. Social, political, etc… and we do find in art and culture a way to relieve the stress. But perhaps that what makes us so interesting and fun? I am rooting for all the agencies and companies from Brazil that are out there working hard, with passion and courage and trying their best to achieve excellence!! Go Brazil!!!
A+ Productions is a member of APRO and Film Brazil.
Check their portfolio of work here.
