MERCADEO Versión en español
Altered LA partners with cognac distiller Martell in a viral web project for Caractère
Patricia Molina| 28 de marzo de 2014
Altered LA, a production company with a long run on the audiovisual scene, has recently been at work on an innovative viral project for tthe Martell brand and its new cognac, Caractère, a liqueur it identifies with the virtues of courage, perseverance and elegance.The campaign, soon to appear on the web platform, is the work of executive producer Marcos Cline-Marquiez, director Leonel Fernandez and director of photography Gerardo Madrazo. The advertising story was created by German Chavez, while in front of the cameras is actor Gustavo Galindo, who during the production tells of the personal difficulties he went through to achieve musical stardom.Leonel Fernandez, in a conversation with PRODU, said that the Martell brand is out to attract a more modern public, for which it is making a series of mini-documentaries with figures relevant to the new generations.Style, elegance, tenacity and balance are some of the liqueurs characteristics, but the director didnt want to give anything away. What he said was that these details can be better appreciated in the video. I dont want to predispose the audience about what theyre going to see they have to experience it for themselves.The launch of Caractère includes the premiere of a short film called Mi Maestro, created by Andy Garcia, which spins out the story of the mambo. The spot debuted last February. To enjoy Mi Maestro, visit the oficial Martell page on {YouTube;https://www.youtube.com/watch?v=sgwYSXeCsKk}.
