TELEVISIÓN Versión en español
Paco Ramirez of Litoral Casa Creativa: We’re looking for pillars of language that support the culture
Aliana González| 27 de junio de 2023
Paco Ramirez Litoral
Feeling what others are feeling is one of the least mentioned emotions during a filming, but once any idea is executed it makes its own success – that’s a strategy that Litoral puts into practice. Its creative director, Paco Ramirez, said they submerge themselves completely in the stories they help to share through trailers, key arts, and online content to promote movies, series and other types of entertainment. In the first year of operations they have already carried out some successful projects for production companies and streaming platforms. “While there’s an indispensable part of the process that goes to understanding the brand, it’s also necessary to understand its history. What is there about this title that seriously moves the audience? What trends does it echo? From there we attend to the brand and identify its principal needs. Every creative idea ought to have a solution for these needs, but must also show the public the most amusing and memorable side of these stories,” Paco said. The principal learning process for Paco comes from analyzing the audience’s consumer habits on each and every one of these platforms. “Mexico is one of the largest entertainment markets in Latin America. However, up to now we’ve been seen as representatives of ‘the rest of the region.’ Something we’re trying to find are the pillars of conversation that make every title resonate culturally with our countries. More than once – and this the platforms also dominate – we have worked with a certain deliverable product but with slight variations that speak directly to other territories like Argentina and Colombia. We all speak the same language but our cultures have different feelings, from which we can learn a great deal.” For Litoral, the renewal of contracts and the arrival of new projects indicate that they are going the right way. “We’ve had the luck to work with clients that give us clear directions and complete freedom. Such good communications and trust always bears fruit. We’ve seen how after launching a trailer or an element of a campaign, the discussion about the title takes a positive turn of 180 degrees, and sees those same titles being approved for the various platforms, which really excites us. As well as working with trailers and social and branded content, Litoral has alsp begun to develop IP with studies and productions, where the know-how about creating visual identity and telling long stories in a short format have speeded up the processes of making pitches and originating some very promising projects for the future. “The entertainment industry tries to touch the heart of the audience. The most honest way to do that is to find something that surprises, moves or delights us and then share it with others, knowing that, however well calculated a communication strategy might be, it must never stop being entertaining.”
