El comercial plantea que el conocimiento es el arma más poderosa
The production company based in Los Angeles, Central Films North, recently produced the new commercials for the Mexican bookstores Gandhi. The awarded director, Rodrigo García Saiz, was in charge of the complex shooting in which hundreds of youngsters faced the police to challenge them with knowledge.Young & Rubicam México developed the concept of the piece titled Weapons, which poses that knowledge is the most powerful tool. In the commercial, there is a group of protesters who are violently repressed by the police, and the youngsters only defend themselves using books as weapons.García Saiz has won international awards for his films for Gandhi. In 2012 he won a bronze Lion in Cannes for the bookstore´s Woods commercial.The creative team responsible for Weapons is formed by: Jose Montalvo, CCO of the agency; Agustin Vélez, General Creative Director; Sergio Díaz Infante, Creative Director; Rodrigo Ramírez, copywriter; Francisco Hernández, Art Director; Bernardo Salum, Head of Production and Noel Abreu, Producer at the agency. From Central Films North: Rodrigo García Saiz, Director; Beto Casillas, Photography Director; Mauricio Francini, Executive Producer; Jorge Hernández, Editor; Ricky Gaussis, colorist and Leonel Pérez, Post producer. Sonideros was in charge of the music.
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