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Javier Blanco has been a creative person since he was a child. His first passion was music. He started out playing the recorder, the transverse flute, and the saxo. Then, he had a rock band in which he played the drums. He was always surrounded by puppets and theater plays. At the age of 12 he began acting and, since then, he interpreted different roles and directed theater plays for years. He is currently one of the most renown advertising directors in Latin America and has participated in the internationalization and exporting process of Argentinean creativity. The Filmmaker arrived at advertising as an actor. “The directors I worked for asked me to help them directing actors in their commercials and the agencies that saw me working impulsed me as a director. For me cinema turned out to be a means in which the visual language allowed me to gather several of my interests and also work in teams” he said. Blanco has collaborated with Latin American creative leaders like Pepe Montalvo, Manuel Techera, Aldo Quevedo, among other great icons in the industry. His client portfolio includes brands and agencies like: Kraft U.S., Draft FCB NY, McCann Erickson NY, Kohl’s Dept. Stores, Crayola, Kimberly Clark, Latinworks, Grey NY, McGarry Bowen NY, McGarry Bowen Chicago, Saatchi & Saatchi NY and many more. He has won multiple accolades, including 3 Lions in Cannes, 2 gold in Clio, 4 gold in the London International Awards, 1 Gran Prix and 4 golds in the Ojo de Iberoamérica, 5 gold in FIAP, among others. He has also participated as a juror in various creativity festivals. “This profession allows me to do what I am passionate about. I love to film, tell stories, direct actors. Invent. Work with talented people. Advertising needs to communicate, it has a clear purpose. It is important in a world plagued with uncertainty. I am passionate about the entire construction process of the film. To work in a team, achieve things with creatives, with clients, that the idea that were words becomes a film. Ideas, scripts, they are all a party, the same goes for the moment when the story is built and the elements you will use in your filming are chosen. To try to get an actor’s expression or gesture, a special light or an image that renders unique value to that concept. All that is thrilling” he confessed. The director says he feels comfortable with the different genres, since he enjoys variety. “I love cinema genres, in advertising they are great help for the synthesis that is required many times. They offer a sort of fast highway, an archetype of language and style that generates an abundance of sensations in a clear direction in the viewer” he explained. “In general, as a directing concept, I prefer the idea to rule and order the style or genre we use. What I am concerned with is that it is the most appropriate for that idea.”For Blanco, his mission as a director is to communicate. “We contribute the view and elements that add or make things grow in that sense. I am obsessed with finding the appropriate language for an idea to be successful. To generate empathy between the idea and the viewer. Work is interesting when it allows the idea to communicate in a powerful way.”Blanco has worked with branded content and different digital formats. One of the most interesting cases is which he has participated was the launched and subsequen follow-up of Nestlé´s Nutrir Program. “The idea of communicating was valuable because of the characteristics of the program itself and we were able to develop short films precisely to communicate the goal of the program using tools with lots of cinema content and great emotion” he explained. “We have media that allows testing and generating images that was previously not possible to achieve in a simple way. Regardless of how much we miss certain rituals or ways of doing things, language changes and tools do, too. The digital idea imposes a rhythm that isn´t always the adequate to generate the best process, but if we manage to use those tools or media to serve ideas, possibilities turn very interesting. I think an overhaul of the field has already taken place, thanks to technology” he argued.Among his recent projects are a digital piece for Publicis Mexico, with the brand Good Care by Nestlé. “The idea was to be able to tell one same story from two points of view, the reaction between a mother and her baby as time went by, seen from the mother´s and the baby´s perspective. The technical challenge was enormous to achieve a complete symmetry between both points of view to enable the viewer to see the piece from one perspective and switch at a given moment to the other” narrated Blanco. “I am happy with the result and I think the pieces are innovative, not only thanks to the idea, but to its execution. Soon after the launching of the campaign on YouTube it exceeds 3 millions visits.”Production Company:The Film House Group, USAContact: {Marlo Baker;marlo@thefilmhousegroup.com} T +1-305-441-2258{Watch video;http://www.produ.com/publicidad/videos/index.html?Noti=10679}