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Andres Salmoyraghi From Rebolucion USA: It Takes Hard Work To Maintain Our Cultural Roots And Prodigal Son Pictures It Perfectly
Manuela Walfenzao| 23 de octubre de 2017
Salmoyraghi: El desafío más grande de este proyecto era la mezcla de culturas en el casting
Prodigal Son, created by Dieste for Goya Foods, won six 2017 U.S.H. Idea Awards. “We are proud of winning with this particular idea at a festival that specifically addresses Latin American immigrants with children born in the U.S.” the spot’s Director, Andrés Salmoyraghi at Rebolucion, told PRODU. Salmoyraghi noted the hard work it takes to maintain those cultural roots, and the script pictures this perfectly, featuring the product as a total hero. “I was lucky to be part of a project that uses honesty and humor to sell its product” he said “I think the greatest challenge of this production was having a culture mix in the casting. This took us a long time, and we did a really widespread search for the talent, because Ciro, Marina, Jesse and all the agency’s team were convinced that casting was key” he said. “We did the casting in Los Angeles and Mexico, which gave us many possibilities to choose from. But it was difficult, because we needed bilingual kids, sons of Latinos, but who spoke English as their first language.” Through all the work, he found the relationship between client and agency amazing: “We were always aligned with the agency. Joseph and Alvaro of Goya Foods surprised me very pleasantly. For me, good clients are those who really seek the best for their brand, and for whom no obstacles are too great to overcome. And Goya gives the feeling that anyone who comes to collaborate is welcome. It’s the feeling of a family company – great!!”
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