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Super Glue Made Graceful For Resistol

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Y&R Worldwide hire Rodrigo Garcia Saiz to bring beauty to an otherwise bland product

Super Glue Made Graceful For Resistol


Los Angeles-based Boxer Films director Rodrigo Garcia Saiz maintains a rhythmic hold on Chinese decor in the visually stunning new :60 “Jarron Chino (Chinese Vase)” for Latin American super glue brand Resistol out of Young & Rubicam, Worldwide. Executed entirely in-camera, the starkly elegant spot features an abstract representation of a Chinese vase upheld by synchronized dancers moving in its center. Their fluid movements are interrupted by a bouncing red ball that damages the dancers’ formation, only to be magically mended upon the ball’s disappearance. The visuals are supported by the gentle notes of an erhu instrument, in keeping with the Asian aesthetic.
To view the work, click here:
Notes director Garcia Saiz, “With the agency’s concept being so elegant and simple, I thought the best way to realize it was in-camera. It took many rehearsals and careful choreographing, but I’m very pleased with the results.”
Other recent work from Garcia Saiz includes an alarming drunk driving PSA for Coexistence Without Violence, a playful spot for the 2012 Austin-based Cine las Americas International Film Festival, a 5-spot US campaign for Skittles, and international spots for Nike and Coca-Cola. 
Client: Resistol
Title: “Jarron Chino (Chinese Vase)” :60
Agency: Young & Rubicam, Worldwide
Chief Creative Officers: Rafael Barthaburu, Esteban Sacco
Creative Directors: Armando Castelan, Carlos Carbajal
Art Directors, Armando Castelan, Carlos Carbajal
Copywriters: Armando Castelan, Carlos Carbajal
Directors General: Lorena Ramos, Daniela Balboa
Agency Producers: Rita Villaseñor, Issac Roldan
Production Company: Central Films, Mexico City
Director: Rodrigo Garcia Saiz
Editor: Leonel Perez
Post Production: Leonel Perez, Central Films
VFX: Mercenario Hospital Post
Audio/Music: Prado Sur Audio
view more - Creative
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Categories: Home, Wed, 02 May 2012 22:25:24 GMT