MERCADEO Versión en español
Toni Monfort of Garage Films: Our vocation is producing pieces internationally
Manuela Walfenzao| 14 de septiembre de 2015
Production house Garage Films stands out within the industry due to the talent of its international directors roster and its presence in many markets. Toni Monfort, managing director, talked to PRODU about the noticeable differences between the European and Hispanic market regarding production formats. “Spanish clients are increasingly working with multi-platform campaigns. And this is logical, because its the first European country in smartphones penetration, with 83%. However, digital adspend (8.3%) doesnt correlate with this penetration, but its expected an increase of 13% in 2015 and to reach 30%, where it will probably stabilize” he explained. “In the U.S., with 73% of penetration but with a rapid increase in growth, we find formats somehow more specialized per platform. Being a bigger consumers market, budgets also allow developing different pieces for each communication channel.” The Garage Films experience in Spain, a diverse country, has allowed them to have great understanding of the Hispanic and Latin American market. “Our vocation is producing pieces internationally, searching for narratives with unique perspectives that will generate engagement with audiences. For this is crucial to have an international team and know how to choose the most adequate director for each creation without territorial boundaries. Our reel proves this with pieces of international talents filmed in US, Spain, Mexico, Colombia and more” Monfort said.
