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. 

 

View here: http://bit.ly/LuTMz9

 

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