REEL DE ORO

The Argentinean Director, Radamés, studied to be an Industrial Engineer in the University of Buenos Aires. He has directed commercials for 20 years. He lives in Argentina, where he films regularly for the most relevant agencies and brands. He travels around the world shooting campaigns for the most diverse markets. He is a strong believer in the power of image and that there is always a way to show new aspects and characteristics of things with beauty and originality.

How did industrial design take you to directing?

I think everything is designed, it is a point of view to face life. I am the kind who notices how wide street blocks are when I am walking.

What is the visual identity of your work?

It is precisely a very visual seal, a picture-style composition. In fact, I use plastic criteria to look at things: contrast, color, balance, etc. That varies according to the moment and truly varies from one project to another. For some brands, a more graphic or organic treatment is better, for others a more minimal or techno one is better. What is fun for me is to feel I am giving visual personality to what I am going to shoot, then build or produce that for the shooting. Right now I am going through an anti Lurpak period, hahaha!

Where do you find inspiration?

I hope to find it in the script first. When the script is consistent, I think and rethink about it obsessively and conceive some variations, options, contributions, new ideas. I am very active in this sense; I imagine 2 or 3 interpretations before choosing where to go. Since I am used to shooting actions related to ingredients and materials in action, so they show me their qualities, I find great pleasure in imagining what this or that material would do if… for example, what would an apple to if I make it explode? And if before doing that, I empty it and fill it with apple juice? And if I make it twist before the explosion? And that way I design possible shots that tell in a superlative manner the aspects of a product.

Have you worked with the Hispanic market? How do you project your growth in international markets?

I work across all Latin America and I feel happy and grateful about that. I feel a bit sudaca to aim for the American market, although I have done some jobs in NY. Sometimes I get called from exotic places like I did a month ago from Beirut, which flatters me but I can´t imagine filming anything there, at least not regularly.

Which are your most recent clients? Is there a specific brand you want to work with?

My latest clients: 2XX beer, Smirnoff, Casancrem, Andina del Valle, McDonald’s. Apple. To contribute something to the identity of the most renown brand in the world would be this guy´s dream.

Where is Radamés heading to in the future?

Rada is heading towards the East. Now, I exchanged smoking for yoga. I feel more professional, with a real trade. Now, I don´t have to get nervous to get my head running and obsess over doing thinks well. I don’t have ghosts scaring me anymore. Now, it’s the other way around, I would like to have this calm gaze, that puts the arrow right in the middle without a sigh. That frame with a perfect shot and light that lasts the precise time and the action appears compelling.

Production Company: Fight Films, USA
Contact: Sebastián Soneira
T +54-911-5424-5912

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