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NOT NORMAL: This multicultural creative collective will center on minorities in 2022
Claudia Smolansky| 4 de enero de 2022
Not Normal closed the last half of 2021 with a flood of new projects. It went from filming for the American company Shark in Mexico City under the direction of Martin Donozo (winner of the 2021 Innovation Grand Prix at Cannes Lions and named Best Director from the U.S. at El Ojo 2021) all the way to Bucharest, Rumania, where it produced TV advertising with the talented LGBTQ+ director Lua Vogt for HyperAir, the American maker of hair driers. An early site on the Not Normal agenda during that period was Los Angeles, where it shot a series of talk-show-type content for the eBay line of luxury watches, and which featured celebrities Luxury Law and Teyanna Taylor under the direction of Christelle de Castro. The multicultural creative collective was then off to New York to provide its service for Chile’s WOM telephone company. Following that, the Not Normal team traveled to Memphis, Tennessee, to shoot a spot with the Banda MS musical group for Sol Lager under the direction of Mexico’s Alex Ruiz.Its next-to-last destination was Miami, where the team filmed advertising for McDonald’s Puerto Rico with Digital Content Director Matias Sasias and the famed Puerto Rican basketball player JJ Barea. Not Normal wrapped up its production tour a few weeks ago in Los Angeles, where it produced under the direction of Ari Evasio a commercial for Comcast Xfinity starring the popular singer Becky G.Partners in the company – Jose Luis Cabruja, Ari Evasio and Charlie Berrizbeitia – noted how satisfying it has been to see their company capable of such excellent performance in such a very short time. “This is clearly the fruit of objectives being planned by an irreverent but sophisticated production company with such a diversity of capabilities. We’re determined to break out of the old cliches, which quickly made us a powerful attraction for the ad agencies,” Cabruja said.Throughout 2022, Not Normal will continue to have a strong presence in the U.S. general and Hispanic markets, thanks to its concentration on LatinX talent, Native Americans, persons of color (POC), LGBT+ and agency creative directors that co-direct with those of the production company.
