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Carlos Lowenstein of WhiteHouse: I see many clients interested in creativity with Latino perspective
webmaster| 26 de julio de 2016
Lowenstein: Disfruto mucho el material que se hace a partir de la improvisación
For Carlos Lowenstein, Editor of WhiteHouse one of the great advantages of being part of this postproduction house is having representation in all U.S. markets. “Everybody knows this brand, this helps you establish and opens many doors” he told PRODU. “To date I’ve had many projects for the general market, but I’m willing to have more access to the Hispanic market and that’s why we seek representation with Kontakto.” Since Lowenstein began his career in Chicago in the late 1990s, he has seen important changes in the Hispanic market. “At the beginning the only agency that rang was LAPIZ, and clients only wanted adaptations. Now they are more sophisticated and understand Hispanic culture. I see many clients interested in creativity with Latino perspective, without the need of being in Spanish. I work a lot with Hispanic creatives in campaigns for the general market, I believe that every time it matters less because we can go from English to Spanish without problems and ideas answer to creative abilities” he said. As editor, he specializes in comedy and dialogues. “I enjoy pretty much what is done from improvisation, because it allows me to work with surprise and offers many narrative possibilities. Intellectually it gets very interesting and complicated, you become a third creative that will give structure to the project” he said. Recently he has worked with a more documentary style that also challenges him intellectually. Fruit of the Loom and Chevrolet are among his more recent clients.
