MERCADEO Versión en español
Alexis Estiz of Personal Music: Toyota’s Bold Wishes campaign was virally great
Liz Unamo| 23 de agosto de 2016
Estiz: Seguimos con la racha de los 5 años anteriores, volviendo a casa con Leones
Alexis Estiz, Partner, Musical Director and Composer at Personal Music explained to PRODU how music moved people in his most recent work for Toyota’s Bold Wishes campaign. “Was virally great. We began to receive emails of people asking where to download the song, the artist, the composer. Afterwards Toyota released and ad about the spot, giving information about Personal Music.” The spot -produced by Conill- targeted the Hispanic and general market of USA and Canada. “The campaign has two peculiarities, one that was broadcasted by NBC at the 2016 Rio Olympic Games opening and closing, and was liked a lot by client, agency, and specially the audience.” Bold Wishes was filmed in Monaco and features two brothers and their dreams. Its music has a Frank Sinatra and Tony Benett’s style. “We had great creative freedom, we worked a lot in the creative process with the agency, together with Diego Yurkievich, Creative Executive Director and Federico Duran, Associated Creative Director at Conill. Many things were tested and a lot of work had to be done to find the right music, specially I wanted to look for something that inspired emotion.” Each client is unique and each project has an approach. “We always do our bit when producing. In Personal Music, production and quality is what matters most.”
