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Rodrigo Garcia Saiz of Boxer Films for Mexico's Gandhi bookstore

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Chilling Literary Terror via Ogilvy

Rodrigo Garcia Saiz of Boxer Films for Mexico's Gandhi bookstore

 

Los Angeles-based Boxer Films director Rodrigo Garcia Saiz mixes bone-chilling literary terror with the mundane in a clever new :40 “Woods” for Mexican bookstore Gandhi out of Ogilvy Mexico. Produced through Saiz’s Mexico City-based Central Films, “Woods” features a woman fleeing from an assailant through a shadowy forest, halting her escape to sweetly help her daughter open a jar. The campaign also includes the :50 “Executed.”
 
To make the spots as cinematic as possible, Garcia Saiz used expansive locations, seasoned film actors and multiple cameras to add depth. He notes, “It was an exciting idea to visually explore the world of a novel. We wanted to engulf the viewers in as realistic a manner as possible.”
 
“Woods” opens on the woman in a dress racing barefoot through a spooky forest: silhouetted trees, mist, penetrating moonlight. She pants and trips; an unseen threat nearing. She makes it to a tree and is about to be caught, if not killed, when a small hand reaches up with a jar. A child’s voice asks, “Mom, can you open the jar for me please?” The woman replies sweetly as if sitting in a comfortable kitchen, “Sure thing, honey.” Then the action continues, accompanied by the super “Keep reading” and the Gandhi Bookstores logo. 
 
 
Credits:
Client: Librerias Gandhi
Titles: “Woods” :40, “Executed” :50
Agency: Ogilvy Mexico
Chief Creative Officer: Jose Montalvo
Creative Director: Miguel Ruiz
Creative: Manuel Vega
Copywriters: Manuel Vega, Lee Galvez
Art Director: Gonzalo Villegas
Agency Producer: Juan Pablo Osio
Account Supervisor: Pilar Tronconis
Production Company: Central Films, Mexico City
Director: Rodrigo Garcia Saiz
DP: Rodrigo Mariña
Executive Producer: Blanca Moreno
Editor, “Woods”: Jorge Hernandez 
Editor, “Executed”: Leonel Perez 
Post Production: Leonel Perez, Central Films
Sound Design: Bernardo Bravo
 
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Boxer, Tue, 05 Jun 2012 13:10:44 GMT