MERCADEO Versión en español
Fernando Livschitz From Cortez Brothers: Different Aesthetics For Interesting Advertising
Manuela Walfenzao| 8 de agosto de 2017
Livschitz: Me gusta que la gente pueda fantasear y sonreír
Fernando Livschitz, Cortex Brothers director recently made a fiction short film titled, Perspective. “The idea appeared because of my interest in showing everyday life but from another point of view. I like to think that the reality we live in can be more fun. We live in a world in which we are all asleep, on automatic pilot and I think my videos take us out a bit and lead us to see reality in a different way” he explained. Livschitz also tries to take those ideas to the ads he directs. “I like people to be able to fantasize and smile. For things to be able to be seen from a different perspective” he added. The clients he has worked with recently include Mondelez, Mc Donald’s, Nissan and CBS New York. “I increasingly feel that I can mix my ‘artistic’ ideas with advertising. Creatives and clients are very interested in my aesthetics and my way of telling things. Advertising is copied and repeated a lot and my vision and aesthetics are different, alternative and that generates an interesting mix with advertising” he expressed. He is currently working on a new project for an important museum in New York.
