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: http://bit.ly/JUX6nl

 

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