Rafael Ramírez of Conill: The big challenge of the short film festival is attracting people who think the films are too short

The Hispanic agency Conill in California announced the launch of a new ad campaign for the 2012 Miami Short Film Festival – www.miamishortfilmfestival.com – which this year celebrates the 11th anniversary of its founding. The campaign features two commercials, Lentes (Glasses) and Estornudo (Sneeze), and the event will be held in Miami from Nov. 24 to Dec. 1.“One of the festival’s biggest challenges is attracting people who never see short films. A lot of people think that because they’re short, the films don’t have enough content and can’t be that interesting. But the campaign meets that challenge in an unexpected way, and shows that every second of a short is something precious, a moment not to be missed,” says Conill’s VP and creative director Rafael Ramirez.Lentes and Estornudo will air in English and Spanish beginning Nov. 15. The two spots were produced by Milagro Films and Albiñana Films, with Ramses directing the commercials that were shot in Spain.Ross Ludwing was executive creative director, Rafael Ramirez was creative director, Ariel Dress and Matias Aubi were co-creative directors, Hernan Bacchi was copywriter, Carlos Godinez and Maddy Kramer were in charge of art direction, Allan Rivera was senior broadcast producer, Beatriz del Amo handled group account management, and Cristina Lage was the account executive.