Manos Criollas

This commercial aimed to promote Manos Criollas' new frozen empanada product line. It was designed for theatrical screening at Cines Unidos cinemas in Puerto Ordaz. The commercial begins with the preparation of the frozen empanadas. Upon cooking, the enticing aroma from the first bite attracts neighboring individuals to the scene. The commercial concludes with the group sharing a meal.

The production team consisted of:

Director, Cinematographer, and Editor: Daniel Salazar
Set Assistant: Eloy Goncalves
Art Department, Production Assistant, and Co-Director: Myself

Service (s)

Art Department, Assistant Direction + Production

Year

2023

Concept

The commercial begins with a close-up shot of a Manos Criollas frozen empanada package, showcasing the product. A mother is then seen in the kitchen, carefully preparing them. Once cooked, the enticing aroma of the empanadas spreads throughout the neighborhood. Neighbors, drawn by the delicious scent, gradually join the scene. The commercial concludes with everyone gathered around a table, enjoying the Manos Criollas empanadas together.

The Cast

The characters we chose were diverse and represented the members of the neighborhood. We wanted to show how, in the midst of their daily activities, the irresistible aroma of the empanadas drew them into the scene. For the art direction, I defined each character's role, creating a unique aesthetic for each one.

Mom

A pink sweater, styled to look put-together yet comfortably casual

The boy

A cartoon t-shirt and comfortable shorts, perfect for gaming at home

The daughter

A colorful striped t-shirt, for a relaxed, casual look while on her phone in her room

The freelancer

A professional suit with a touch of elegance, ready for a conference

The elderly neighbor

A gray jacket, white t-shirt, and his signature reading glasses

The executive

Neutral and blue tones, for a formal, professional style

The janitor

A jacket and shirt, styled similarly to corporate worker

The skin care girl

A pink robe with a colorful print, for a relaxed, homey vibe

The tennis player

A green sports t-shirt and hair bandana, for an athletic, energetic style

Production

In addition to the art direction, I also took charge of the project's organization and logistics. As an assistant director, I was responsible for casting most of the actors and coordinating the shooting schedules. The biggest challenge was recording everything in a single afternoon at the same place, which required impeccable logistics to ensure that, while one actor was filming, the next was ready for their scene.

This is one of those projects that I hold dear, and I'm very satisfied with the final result. We achieved a natural and authentic style, without sacrificing the artistic touch. It was also an opportunity to explore the horizontal format, something uncommon in advertising for social media, where vertical predominates. It was a very fun production!