Alexis Estiz From Personal Music: In Volvo Survivor Sales Agent Conveying The Message Was A Challenge

For second consecutive year, Personal Music re-edits Lions together with We Believers. The production company was part of the team of the Volvo Survivor Sales Agent campaign for Volvo North Miami, that received Bronze in Promo & Activation. Alexis Estiz, Partner and Head Composer at Personal Music, comments that music is one of the spinal elements in commercials. “We worked very closely with We Believers and luckily, last year and now in 2017, we are doing very well, and when producing music and choosing the path, they trust a lot in our criteria” expressed Estiz. He explained that in the Volvo case, production was a challenge because the campaign is centered precisely around real people who suffered accidents and whose lives were saved by having a Volvo “so we had to convey an emotion of reality and achieve empathy with the audience” he commented.“Musically, the piece turned out to be very sensitive with melodic instruments that are reflected in the case and in the cells of the campaign.” The spot, directed by Hernán Pettinaroli from Letca Films, was shot in two different stores in North Miami and was launched in April. The action was led by Gustavo Lauría, Co-Founder and CCO at We Believers and Patricio Elfi and Leo Prat as Executive Creative Director