Vecchio, Vecchio!

Vecchio sought to express gratitude to their supporters through this video. We combined commercial elements with a music video format to create a Christmas jingle that encapsulated the essence of Venezuelan Christmas and its connection to the brand.

I was responsible for the jingle's creation, aiming for a sound that would resonate with a wide audience, suitable for a year-end celebration with Vecchio Pasta.

The production team comprised:

Director, Cinematographer, and Editor: Daniel Salazar
Executive Producers: Samuel Pacheco, José Rodríguez
Producer: Lismer Piña
Production Assistants: Williams Parra, Juan Pareles
Set Assistant: Eloy Goncalves
Musical Producer: Hilde Mora
Art Department, Co-Director, and Jingle Composer: Myself

Service (s)

Art Department

Year

2023

Set 1

This video is a gift from Vecchio to all those who have supported us. We wanted to merge a commercial with a music video, creating a Christmas jingle that captured the essence of Venezuelan Christmas and the connection with our brand.

In this scene, Santa Claus appears in his cabin and addresses the camera directly to convey a message of gratitude to everyone who has contributed to Vecchio's success.

Vinyl

The turntable we used in this commercial was a key narrative prop, as it triggered the Christmas jingle. By the way, this jingle was produced from scratch. I had the incredible and surreal opportunity to write the lyrics and perform it, something I had always dreamed of. It was a crazy dream come true to see how it connected with the audience, and it allowed me to merge my childhood musical memories from the Symphony Orchestra into a single project.

Set 2

The video transitions to the Vecchio factory, where an invoice is displayed with the title 'Vecchio 2024 Christmas Jingle'. This invoice represents the elves' order, who will be responsible for sending Vecchio pasta to each family. The elf who receives the order becomes the central thread of the rest of the video, making the different deliveries.

This invoice, designed with the title 'Vecchio 2024 Christmas Jingle', is another key narrative element that triggers the second part of the commercial. Additionally, I had the opportunity to apply my skills as a graphic designer to create this invoice.

The tree-shaped pasta was my idea to give the commercial a unique touch. I wanted to creatively represent the type of pasta being delivered, adding a distinctive and festive visual element.

Doings

Here, we present different on-camera actions that reflect Christmas and the characters to whom the elf delivers the Vecchio delivery bag.

A family decorating (two parents and their daughter), a group of friends playing at a table, a romantic scene, and a beautiful elderly couple. Each scene was designed with specific props and costumes to maintain consistency in the color palette.

The family

To represent the family celebrating Christmas at home, surrounded by decorations, we dressed the parents in elegant year-end attire. The daughter wears comfortable pajamas, creating a cozy and homely atmosphere.

The friends

The friends gather to play board games, dressed in Christmas pajamas and festive accessories such as hats, scarves, musical instruments, jackets, and headbands. The scene is complemented by drinks, snacks, and Christmas decorations.

The boyfriends

This scene is inspired by the Disney movie 'Lady and the Tramp'. The couple enjoys a romantic dinner under the stars, with Vecchio pasta as the main course. To set the scene, we used sparklers, wine glasses, a bottle of wine or ponche crema, a decorated delivery bag, and a table with two chairs.

The perfect grandparents

The grandparents, elegantly dressed to welcome the new year, enjoy a pasta dinner while looking through an old photo album. A fun fact is that they are the filmmaker's grandparents, and this is their first time in a video! They are absolutely adorable.

Production

An interesting fact is that I also served as an assistant director. This entailed contacting and coordinating the arrival of each actor, in addition to overseeing the art direction. The principal production challenge was the utilization of a single location for all scenes; we pre-determined the function of each space, and while one scene was being filmed, the subsequent group of actors was being prepared in wardrobe, makeup, and set design to convey the desired actions and emotions.

The commercial concludes with the elf, exhibiting signs of fatigue, seated alongside two young men consuming pasta, who are the partners and proprietors of the business; they share a portion of pasta with her, as each bite elicits joy and flavor, as articulated in the jingle lyrics.

This marked the conclusion of our 2024 projects, following a year of focusing on my design work and abstaining from art direction. It was a gratifying experience to return with such an original opportunity and to integrate various professional roles. I extend my sincere gratitude to the entire team.