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Alfonso Aguilar Of In&Out Productions: La Boda De Luis Y Frida Moves Viewers Emotionally, More Like A Movie Than An Ad
Manuela Walfenzao| 21 de enero de 2019
Alfonso Aguilar InAndOut
The director of In&Out Productions, Alfonso Aguilar, filmed VMLY&R´s new campaign for the NGO Yo Quiero, Yo Puedo (I Want To, I Can), entitled La Boda de Luis y Frida, a moving saga that seeks to raise awareness of child marriages in Mexico. “We were presented with this idea for a production as part of a campaign against child marriages that we fell in love with from the start. Together, we gradually constructed the project. We were given four months with all the freedom we needed to make adjustments and enrich the film,” Aguilar said. According to the director, “This is a project with soul that moves viewers emotionally – which is why it achieved such good results. People are touched by it. And even if it’s advertising, it has such a narrative style that it’s more like a movie than an ad, and that means the story and the characters lead spectators by the hand.” The production company’s main challenge was to find the visual and emotional tone the piece had to have. “It was a project that required a great deal of rigor to be told as we wanted. A huge challenge was the location, since we needed to find exactly the right spot to be able to convey the problem and the feelings surrounding it. We shot it in the state of Guerrero, where crime and insecurity are part of everyday life and childhood marriages continue to be inflicted in several towns. Plus the casting had to be very accurate to tell the story,” Aguilar said.
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