The Mexico Taxi Project

RedMagmaMedia has produced the “Mexico Taxi Project,” a series of commercials for the Mexico’s Tourism Board and inspired by the HBO reality series, Taxicab Confessions. In the commercials, unsuspecting real tourists, returning from their vacations in Mexico, give unscripted testimonials about their trips talking to limousine drivers who are driving them home from the airport. The drivers were, of course, actors, and the Towncars were equipped with hidden cameras that filmed the entire rides. Candidates for the commercials were identified … Continue reading

August 16th, 2012

The Commute-Buster project for Camry was based on the uncompromising and inflexible quest for credibility and realism:

The testimonials, the reactions, the attitudes and the feelings of the participants had to be and look real, sincere and candid. We knew from the beginning that no reality based project can survive if there is the smallest hint of falseness any shot or line. This was the challenge for this project! Telling large stories. Stories that everyone could feel emotionally a part of. Stories that are immersed and then soaked in real life. real situations. Unique and compelling stories … Continue reading

January 23rd, 2012

Shooting Corona

Shooting this commercial for Corona and Leo Burnett was very enjoyable. The location, a region called Cuatro Ciénegas (which in Spanish mean “four marshes”), in northern Mexico, is a wide desert area peppered with natural springs that create dozens of incredibly blue lakes. For the shoot we used a fantastic combination of toys and technologies. In fact we shot several sequences (especially water splashes) at speeds between 600 and 1,000 frames per second using a Phantom camera. We wanted to … Continue reading

July 19th, 2011

Pierre Morel with RedMagmaMedia

RedMagmaMedia represents in the US the French director Pierre Morel.Time magazine ranked his first feature film as a director, the 2006 action flick “District B13″, among the “10 Best movies” of the year, adding that Pierre Morel has “effectively reinvented the action genre”. 3 years later, in 2009, his film “Taken”, staring Liam Neeson, became the runaway hit of the year, making $300 million at the box office. He followed this in 2010 with the action thriller “From Paris with … Continue reading

June 9th, 2011

4D Commercials

At RedMagmaMedia, we have been investigating the new forms of storytelling for a long time. We have also tested many different methods and we have even developed proprietary technologies to recruit and engage large communities of participants around different types of content. We have reached the conclusion, that we have to be able to produce “4D Commercials” and we set in place a structure to achieve the goal. What does “4D Commercials” means in practical terms? We believe that TV … Continue reading

May 30th, 2011

Shoot Forum

On May 10th I was part of a panel at the Shoot Forum in New York: The topic was: “Transmedia, Social Media, Digital Media, Integrated Media: New platforms and combination thereof–as well as different forms of content for them–continue to emerge and evolve. This panel offers multifaceted perspectives on that evolution and how it is affecting the production, ad agency and client communities. How are traditional media and new platforms meshing? What philosophies and approaches are surfacing to help connect … Continue reading

May 27th, 2011
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