The whole project took place before the boom of social networks. We tried to find a new way of talking more directly and honestly to Toyota's consumers. We believed that by caring about what they actually liked, they would pay attention to what we had to say (and eventually they would even listen).
At the same time, Toyota did some good: it created opportunities for new talents in an industry in crisis: Filmmaking. We created a short film festival for our film-loving consumers and a marketing tool for our client Toyota.
We created, developed, sold and executive produced from scratch the short film festival. We also organized the workshop, bringing the European Film College into the project, including Jan Harlan (Stanley Kubrick's producer), Bo Erhardt, Thomas Vinterberg, etc.
Also, Purr co-produced the 30 short films across Spain (some better than others), got financial support, and found technical partners to contribute with free services like editing, lab treatment, music and sound design, media partners, etc.
Then, broadcasting. During the summer of 2006, the short films were played before movies, in Cineplexes across Spain. They also played on the Internet, receiving millions of views and downloads and garnering hundreds of registered voters. Then we distributed 10,000 of them in a DVD with the magazine Cinemanía.
The whole project took longer than a year to create and run. It cost around 600,000 Euros in total and generated more than 5 million in free press alone.
I thought it was successful... When 2007 arrived and the second edition was about to begin, scripts were already sent before being solicited. But Toyota wanted to invest their money in a different way. So, here I am in Toronto.
Here you can watch 3 of the best short films, including the winner, La Luz Oscura (directed by Javier Guerrero), La Excusa (directed by Ernex, Telson Prize to Best Editing) and El Espacio (directed by Beatriz M.).
For more details, go to carlosartdirector.blogspot.com. For further details, you better contact me, I could talk for hours about our Cinexplora experience.
Hola, how are you?
I’m a Graphic Designer (1AR).
Before joining the DGC, I have been an Integrated Art Director in Advertising for over 20 years, working in different roles from Copywriter to Art Director, Graphic Designer, and Broadcast Producer.
My past film experience has included working as an Art Director, Assistant Director, Executive Producer, Cameraman, Line Producer and yes, even as an actor (but that won't happen again) in short films, commercials and branded content pieces.
I love new challenges, learning and working in a collaborative and creative environment. I will happily work dailies or help for a couple of weeks.
A few apps I use: Photoshop, InDesign, Illustrator, MS Office, SketchUp Pro (beginner :)
I’m fluent in English and Spanish, my mother language.
My long-term goals are growing in the Art Department, writing, and perhaps even directing and producing (as I said, I like big challenges).
I look forward to working with you and to adding new projects to the top of this list.
Cheers.