REEL DE ORO

Javier Garrido is an architect, painter, and above all, film director. The first time he went near a camera was to film a girlfriend of his. “I saw her in person and didn´t like her as much as when I saw her through the camera. I was watching what I had filmed and the girl seemed so beautiful I couldn´t believe she was my girlfriend. That´s when I fell in love… but with the camera”, he said.The Argentinean began working as assistant director in cinema and advertising 15 years ago. He collaborated in feature films such as Sol de otoño and El Faro by Eduardo Mignona, El mismo amor la misma lluvia by Juan José Campanella and Siete años en el Tibet by Jean Jacques Annaud. After that, he began to direct and write. Many of his scripts have won awards in Argentina and abroad. In the year 2000 he began directing commercials in ArgentinaCine. Since then, his career as a filmmaker hasn’t stopped. He is currently making projects for important agencies and clients in Argentina and Latin America, together with the family of Casta Diva. What captivated him about this team was how well they got along. “I wrote them, they answered, we met, we had nice chat, we were going in the same direction, and now we’re walking together” he mentioned. Among his recent clients are: Molinos, H20, DirecTV, Movistar, Danone and Tiendas Paris. “Each client is a different challenge and I place all my dedication to each project so we all end up happy” he confessed.Throughout his career, he has been acknowledged in FIAP, New York, Montreaux, Addy and Ojo de Iberoamérica. “I go to the movies a lot, and I´ve been working in this industry for a long time, but I am particularly enthusiastic about the advertising world. It is a real challenge to tell a script and make it fun and memorable in just 35 seconds” he narrated. As a painter and architect he feels he has strengths for art design and a special aesthetic sensitivity that allow him to boost the story and make the commercial striking. “Part of my training and my practice aims at aesthetics”, he said. Humor is the genre he feels most comfortable working with. He always focuses on “generating empathy with the viewer, making him feel included in the story and that he feels like watching it over and over again”. He likes to tell stories that present characters, generate intrigue and that might make the audience smile before they are resolved.”The aesthetic aspect of a commercial is fun, but looking for an actor’s best gesture is what I am really passionate about. I enjoy thinking about the best way to take the idea from the agency to the film. I like it when there is a fluent dialogue with creatives and clients and we can make the idea grow and even be successful” he explained.Among the films that have marked him as a director are Fellini’s 8 and a half, “because it speaks about what cinematographic creativity is, in a story full of plot and technical details”. Also Jaques Tati’s My Uncle, because it has the tone of humor Garrido likes the most. If he had the opportunity to meet any director in history he would choose Fellini. “They say he was fun, irreverent and passionate in his work. Actors’ direction in his films is original and coral. In this sense I also admire Paul Thomas Anderson who directed Magnolia and Leone, who directed The Good, the Bad and the Ugly”.Production Company:Casta Diva, Buenos AiresContact: {Valeria Magrini;v.magrini@castadivapictures.com} T +54-11-4772-4300{Watch video;http://www.produ.com/publicidad/videos/index.html?Noti=9971}