La Fura Dels Baus: Imperium

Purr Produced, shot and edit the European Premier for the show of La Fura dels Baus: Imperium.

We went to Saint-Brieuc, France to meet Jürgen (one of the original founders) and shoot the show in the summer of 2007. La Fura used the material for self-promotion and on-line broadcast, both the 1 hour show edition and this short version.

I operated one of the three cameras, helped with the editing, and did the graphic design for the videos.

Yaris Cinexplora 06

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 customers. 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 and then perhaps buy). 

At the same time, Toyota did some good: it created opportunities for new talents in an industry in crisis: Filmmaking. We created both a short film festival for our film-loving consumers and a marketing tool for our client Toyota.

We created, developed 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 were 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.

(La Luz Oscura)

(El Espacio)

(La Excusa)

Kia + José Calderón Online Campaign

I acted as freelance producer in location. While the spots where created at Innocean Madrid, they were shot in Toronto, where Calderón played then for The Raptors.

I put the crew together, did a bit of budgeting, managed the client, Calderón's agents (not so easy) and sent the raw materials to Spain, where they did the post production (or do you think José could shot like that?)

(Dribbling)

(The Hoop)

(Dunk)

El Aperitivo

Purr created, produced this pilot, called "El Aperitivo", to promote the new matinee session at Cine Ideal, owned by Yelmo Cineplex.

A very simple idea: 4 friends go to the movies on a Sunday morning (actually more like between 11 and noon) and then talk about the film having an "Aperitivo" (the Spanish traditional snack consisting in wine, beer or vermouth with a few tapas before a lunch that usually never comes).

Initially planned to be broadcast on-line and through cellphones, the project never ran.

I created, produced, wrote and acted (too bad I couldn't operate the camera while acting).

...and a few ads

Purr produced two commercials (directed by Javier Guerrero) for Gobierno de Aragón with a very, very limited budget. Shot in Digital, of course, and edited in-house. This is the best one. I worked as assistant director and unpaid referee.

Translation:

Kid: I can't understand why she smokes. I don't like her breath, the smell of her hair and clothes, everything.
To kiss her must be like kissing an ashtray.
She won't stop coughing, like my grandfather.

Grandfather: (SFX Coughs).

(SFX: Referee calling for the game.)

Kid: I pass.

V.O: Take care of yourself.