The Fiao commercial

The Fiao Express commercial was a successful creative venture. To introduce their new line of home appliances, we crafted a comedic narrative centered on a protagonist with a pattern of appliance malfunctions and absences. A narrator provided context for each scene.

The narrative took an unexpected turn when the protagonist directly addressed the narrator, who then appeared on screen as a Fiao representative, detailing the promotional offer.

The project was realized by the following team:

Director, Producer, and Editor: Daniel Salazar
Creative Director and Producer: Paolo Frigerio
Director of Photography: Hugo López
Production and Set Assistant: Eloy Goncalves
Sound Editor: Hilde Mora
Actor: Rafael Rondón
Animator: Kelvin Hernández
Social Media: Williams Parra
Art Director, Voice-Over, and On-Screen Talent: Myself

Service (s)

Art Department, Voice-Over, Acting

Year

2023

The brief, concept and script

The brief for the Fiao Express commercial focused on individuals needing to upgrade their white line appliances. We aimed to depict everyday situations in homes where these appliances malfunction or are absent.

Based on this brief, we developed several ideas aligned with the project. We proposed a specific aesthetic for each scene and presented creative suggestions to explore various options. Upon approval of the visual direction, we proceeded to location scouting.

Achieving a realistic and natural aesthetic was crucial. The protagonist, a character with persistent bad luck, required the home's setting to reflect this. Subtle touches of blue, Fiao's distinctive white line color, were incorporated throughout the commercial to reinforce the promotion.

The scouting

Scouting was fundamental. Camera tests were conducted to determine the commercial's pacing before finalizing the visual direction. Subsequently, we visited the location with all departments and filmed a test version of the commercial to define the spaces to be used.

A final presentation was prepared, detailing our comments and observations on the final art and required production elements. This included a before-and-after comparison showcasing the evolution from scouting to the final shoot.

Before

Setting the Stage

After

Shooting Day

Before

Setting the Stage

After

Shooting Day

Before

Setting the Stage

After

Shooting Day

Before

Setting the Stage

After

Shooting Day

The set

We used a single house as a set, but divided the spaces to create different scenes, maintaining a cohesive aesthetic by composing for the camera lens. As a curious fact, the background seen on screen was created on the same day, at the client's request. They wanted the narrator to be surrounded by all the brand's merchandise, creating an even more complete scene. Additionally, this background is a nod to a real print that is found in the store, right where customers are served.

Production

In addition to art direction, I also provided the commercial's narration. My skills in voice and accent imitation, inspired by my admiration for cartoon dubbing, proved valuable. I had the opportunity to narrate a commercial for a real brand, which was a gratifying experience.

The breaking of the fourth wall at the video's conclusion allowed me to showcase my acting abilities. The integration of various professional facets within this project was highly satisfying.

The team

The team that made this commercial possible was exceptional. From creative direction to editing, everyone collaborated to deliver a high-quality product.