Project:

The production and edition of this piece was a big technical challenge, to bring back to life an icon of modernity and diversity of the twentieth century as was Lola Flores. It required a thorough casting search throughout Spain, to find someone with similar features to give viability to the artificial intelligence technique DEEP FAKE. Getting the voice, face and gestures of the artist was a technical challenge: hours of audiovisual material, more than 5,000 images and a meticulous process of composition and post-production. At the same time, a software that did not yet exist in Spain was developed to modulate her voice and fine-tune the audio, in addition to a very long editing process to give the piece the rhythm it needed. The shooting took three days in Malaga and the casting was entirely made up of real people from the same city.

Technical Specifications:

• Agency: Ogilvy
• Advertiser: Cruzcampo (HEINEKEN Spain)
• Sector: Beers
• Campaign: Cruzcampo 'Con Mucho Acento' (With a Strong Accent)
• Client Contacts: Esteban Velasco, Elena Marcos, Begoña Morillas, Isabel Vázquez, Bruna Sampaio
• Chief Creative Officer: Roberto Fara
• Creative Directors: Javier Senovilla, Juan Pedro Moreno
• Creative Team: Guillermo Fernández, Pablo Poveda, Rodrigo Domínguez, Miriam Malta, Nacho García, Elena Hernández, Borja López, Adrián Poveda, Adriana de Oliveira, Alicia Puyol.
• Managing Director & Client Business Partner: María Herranz
• Account Director: Rocío Cano Account Team: Lucía Muñoz, Lydia Laguna, Moad ElMatuchi
• Social Team: Javier Yohn, Enrique Martínez, Manuel Domínguez, Enrique Torres
• Strategy team: Mercedes Navarro, Blanca Martín
• Agency Producer: Asier Ollo DCut.tv
• Production company: PRIMO
• Director: Erik Morales
• Executive Producer: Pablo Garcia Acon
• Producer/Production director: Anna Mayolas
• Postproduction: Tamara Diaz
• Postproduction studio: Metropolitana
• Editing: Rocio Perez and Estel Roman
• Music: Califato ¾
• Sound: The Lobby studios
• Voice-over: Lolita
• Director of photography: Benoit Soler
• Colour correction: Metropolitana Marc Morató
• Music: 'L'ambôccá' by Califato 3/4
• Talent Management: Clara Sanchís, Núria Padrós
• Media Agency: Dentsu RedStar (María González, Patricia San Román)
• Brand PR Agency: N Team Comunicación (Eneida Manzano, Jorge Cordero, Amparo Cantalicio, Nekane García)
• Pieces: TV Spot (60′′, 30′′, 20′′), Press, Point of Sale, Digital, RRSS, Radio
• Launch date: 21 January 2021
• Objective: Brand repositioning campaign.
• Target: National

Awards:

'Con mucho acento' was crowned with the Grand Prize of El Sol 2021 in the Film category and won the Grand National Creativity Prize in the XXII Edition of the awards given by  the “Club de Creativos”, a contest where it also won a golden award in Ideas, a golden award in Innovation and three golden awards in Craft.

It also has won the “Grand Prize for Effectiveness” 2021 and two golden awards, one in the "Best Integrated Campaign" category and the other in the "Best Campaign through Earned Media" category, the "Best Production of the Year" award from the Association of Advertising Film Producers, the "Best Production of the Year" award from the Sitges NEXT Festival in 2021.

Primo:

In the last year, PRIMO has established itself as one of the most prestigious production companies in Ibero-America. It was named "Producer of the Year" six times by the “Circulo de Creativos Argentinos": in 2019, 2018, 2017, 2015, 2014 and 2012.  It also received the award for "Best Ibero-American Production Company" in 2019, 2018, 2017, 2017, 2012, 2010 and 2009. 

In addition, PRIMO obtained in 2017 a nomination at the International Emmy Awards within the category "Best Short Format Series" for "Ahi Afuera" directed by Nicolas Perez Veiga and the award for Best Pop Music Video Clip at the UKMVAs 2019 for "You and I" by Barnes Country, directed by Pablo Maestres.

Within the most recent period, works such as Nivea "Epic Sensitive", the intimate and cinematic spot "No estas solo" for Sprite, both directed by Nico Perez Veiga, as well as the memorable Cinemark spot "Robot" directed by the duo of young directors, CLAN, and the inspiring Nike spot "Antes que nada" directed by Julieta Cabrera stand out. Because of these works mentioned above and so many others, we could say that PRIMO has had a colorful 2019. This has been, without a doubt, the year in which the company has done some of its most creative and innovative works, with high production values and sophisticated executions throughout its offices.  These pieces include pieces for clients such as Ford, Audi, Renault, Coca-Cola, ORANGE, Hermès, and Evian. Primo wins award for best production company of the year 2020 in Anuncios magazine. Also, the piece 'Lola' is awarded in GP at the El Sol festival and in C d C of San Sebastian. 

PRIMO continues to expand its work to other markets such as France, Spain, United Kingdom, United States and Italy. With a unique roster of directors that includes talents such as Nico Perez Veiga, Martin Kalina, Jonathan Gurvit, Diego Contreras and Erik Morales. PRIMO has partnered with ICONOCLAST, having entered into a mutual representation agreement between Europe and South America, which means that PRIMO carries the representation of Romain Gavras, Megaforce, Gustav Johansson, We Are From LA, Mathew Frost, So Me, and Yoan Lemoine.