Billboard Film Violence by La Comunidad Buenos Aires, Primo Buenos Aires

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Violence

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Industry Magazines
Media Film
Market Argentina
Agency La Comunidad Buenos Aires
Executive Creative Director Ramiro Raposo, Fernando Sosa
Creative Director Mariano Gamba, Rodrigo Greco
Art Director Rodrigo Fernandez Siffredi
Creative Agustín Osman, Jorge Gómez Adrover
Agency Primo Buenos Aires
Director Brian Kazez
Released January 2017

Awards

One Show 2018
Moving Image Craft Craft - Direction / Campaign Gold

Credits & Description

“Inspirations” Team Credits
Original Title: Violencia
Agency: La Comunidad
Executive Creative Directors: Ramiro Raposo, Fernando Sosa
Creative Directors: Rodrigo Greco, Mariano Gamba
Creative Team: Jorge Gómez Adrover, Agustín Osman
Group Account Director: Sebastián Díaz
Account Director: Solange Blanco
Account Executive: Catalina Gay
Director of Production: Ramiro Capisto
Production Assistant: Sebastián García
Production Company: Primo
Director: Pantera (Brian Kazez)
Assistant Director: Peter Reales
Executive Producer: Caro Cordini
Producer: Pantera (Manu Aguer, Malena Kremenchuzky)
Director of Photography: Adolpho Veloso
Art Director: Rodrigo Fernández Siffredi
Wardrobe: Greta Ure
Casting Director: Crudo, Chula Gálvez
Post-Production: Seba López, Majo Moiron
Sound: Porta Estudio
Music: PapaMusic
Client: Billboard
Coordinator General: Santiago Torres
Synopsis:
La Comunidad, the Buenos Aires office of innovative, cross-cultural agency the community, has launched a new campaign for Billboard magazine called “Inspirations” that consists of three spots, each of which features a different artist and a horrific experience that has become inspiration for a powerful song.
The first spot, “Raid,” shows two white cops assaulting two African-American men with no motive. These men transform their injustice into musical notes, which become a powerful protest song.
“Violence” recounts a young man’s suffering as he witnesses his father beating his mother. The dialogue becomes musical notes that inspire the young man to create a beautifully sad song that mirrors his harsh childhood.
Finally, “Overdose” shows us how after a chaotic night, a rock singer transforms the death of his girlfriend into music notes, which in turn become a harrowing song inspired in that moment.
In each spot, the key players repeatedly voice the pitch in which they speak, or scream in, rather than using words, emphasizing how the vocalization of tragedy can become music. Each of the spots end with similar taglines, as in the “Overdose” spot which states “Pain can become music, music can become a cure, a cure can become a number one song.”