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Jaime Zapata from Tono Studios says it was a challenge to make a commercial in a commercial in the Fundación Forever campaign
15 de abril de 2015
Zapata: Las ganas de trabajar y la voluntad de seguir invirtiendo en el mercado hispano están de subida
To make a commercial in a commercial. That was the challenge that Jaime Zapata from Tono Studios had in the project he developed together with BBQ Agency for the Fundación Forever in El Salvador. In statements to PRODU, he assures that the challenge was always leave the listener thinking about the message. BBQ and Tono Studios were in charge of developing Fundación Forever´s campaign in the struggle against poverty. In an interview with PRODU, Zapata, who was in charge of the audio production -both for the radio commercials as well as the TV spot- highlights that using the adequate music and certain recording techniques that helped distinguish well the parody section from the real message was essential. “We managed to have the participation of voice talent specialized in this type of project, which made the process easier for the final product to have the desired sound. Using the adequate music and certain recording techniques, we managed to separate the parody section from the real message. Keeping in mind how serious the project is and the aid responsibility we had assumed, it was inevitable to have fun moments during the recording and mixing, because we felt that what is real sounded like a parody”, he says. “Think seriously in order to integrate”, was the slogan used throughout the campaign. According to Zapata, the challenge was “to make the initial part of the ads sound like true commercials, and leave the listener thinking about the message, which, being an unusual message for a commercial, is a reality”. He explains that they made commercials that sounded like sentimental ads, help ads, and some promotional ads. “We are very satisfied with the final product and always willing to collaborate in help projects and interesting ideas”.
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