Hola, nice to meet you.


I'm originally from Madrid, Spain, where I was a copywriter at some of the country's best ad agencies. However, I always had an interest in art direction and graphic design, and when I moved to Vancouver in 2003, I made the switch, studying at Emily Carr Institute of Art and Design, and working as an Art Director at Rethink Vancouver.


In 2005, I moved back to Madrid to start a creative shop called Purr, where we created and produced short films, TV commercials, documentaries and branded content. My roles included everything from cameraman to producer, to assistant director to writer.


Here in Toronto, I've been freelancing since 2008, and I just completed a intensive course in UX Design at Brainstation.


I've always tried to bring a unique approach to everything I do, whether I'm writing, designing, cooking or building Lego empires with my 10 year-old daughter. I'm looking forward to bringing my experience and passion into production.


Cheers,

Tuesday, May 26, 2015

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)


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