REEL DE ORO

The young Argentinian Director, Javier Usandivaras began his career in 2013, after majoring in film direction at the Escuela de Cine CIEVYC at Buenos Aires and at the NFA at NY. Throughout his career he has developed a visual narrative very close to documentary fiction, which has awarded him many recognitions, including two bronze Cannes Lions in Film in 2015, a Gold Lapiz, and in festivals such as El Sol and El Ojo.

Q: When did you decided to become a Director?
JU: During my youth, I used to skip High School and watch movies with a friend. But instead of studying cinema just after graduating from school, I enrolled in several more traditional careers, due to my family tradition, until I finally, after returning from a year long trip around the world, I began my cinema studies.

Q: How do you define your visual style?
JU: I’m fascinated about telling stories, storytelling. When I’m not traveling for work, I enjoy telling bed time stories to my kids. We make up many stories together, they’re incredibly creative.

Q: Which is the genre you enjoy the most working with?
JU: Telling stories, either with humor directing good actors, or a more emotive story. When there is a tale to tell, is where I feel more comfortable. I’ve had the chance of working with other styles, telling about sport’s performance, and I was really surprised of how much I enjoyed the final outcome of it. For instance, one of my more recent projects one I did for Gatorade with an NBA player in Spurs stadium, San Antonio.

Q: Which have been your most recent projects? With which clients have you worked with?
JU: My last three projects were for Gatorade, Axe and BBVA.

Q: How do you envision the future of advertising?
JU: 2.6 million years ago, we began graving stones. We draw axes the size of the palm of one hand. Since then our brain has grown three more times. 100 thousand years later, we’re more than 7.000 million people. We are naturally in constant evolution to adapt to different habitats. The result of this evolution process, is not that we are stronger, but smarter. And that is due to changes on our brains. 100 thousand generations after the stone axe was invented, genes that favored communication and cooperation skills increased more frequently in human beings. Everything seems to aim to continue telling stories and that advertising should keep on with the pace of natural evolution.

Q: Where’s Javier Usandivaras heading in the future?
JU: I don’t know what will happen in the future, but for now I’m heading to restaurant to eat a steak. Continue to grow as a Director and evolve in content direction.

Production Company: Rebolucion, USA
Contact: Jorge Larrain

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