U.S. HISPANIC
Cabruja Films: Venturing into the US Hispanic market
Maribel Ramos-Weiner| 13 de agosto de 2020
José Luis Cabruja de Not Normal
José Luis Cabruja, CEO of Guaraní Films in Paraguay and Cabruja Films in Bolivia, is venturing into the US Hispanic market. Their production companies have won in the Ojo de Iberoamérica Festival as Best Production Company in the South Region 2019, they were finalists in Cannes Lions 2019 and winners of the Bizz Awards as Company of the Year 2019 (SF, California). In his role as a client, Cabruja took his first steps as Marketing Manager for Red Bull and Miller in his country. With his experience, he is setting out to unite the south region and Miami as production hubs.
“After this big bang in the world´s economy due to COVID-19, and by which our sector has been severely affected, traditional outlines and large structures for audiovisual have become unsustainable. The New Normal is Not Normal! Versatility, talent, and tech solutions are what is coming. The world changed, there is no looking back. Adaptation to change for big companies in the sector will be very difficult; for some, impossible. Most advertising and branded content investors are looking for new providers and new scenarios to optimize their investment, and that is where his new production company is born,” he said.
From the South region, in cities like Santa Cruz de la Sierra, Bolivia, and Asunción in Paraguay, Cabruja, and his team have reached an exponential degree of professionalism and quality in these last few years, and at lower costs than in their neighboring countries.
“Miami is another big promise, even though today, it is the epicenter of the pandemic, it is possible to shoot freely, complying with biosafety protocols; additionally, you can make the most of the beach and shopping, and this makes it very attractive for other countries. This synergy of markets and commercial reciprocity generates a boomerang effect in the possibilities of shooting in the South Cone for US Hispanic clients and vice versa,” he added.
