U.S. HISPANIC

Nocaut: We are keen on working for Mexico and Central America

Maribel Ramos-Weiner| 8 de septiembre de 2023

Gaston Soso de Nocaut

The Argentinian creative services agency Nocaut specializes in promoting entertainment content for Latino audiences. With more than 20 years of experience, it has been adapting to changes in the industry, which led it to find, long ago, its current position as an agency.

“We went through important stages, having emerged as an animation and post-production studio, then going through a stage as a content production house to later become what we are today: an external agency that works side by side with the creative departments of large networks implementing a work method that blurs the line between a vendor an internal team, and establishing as our client’s allies,” explained Gastón Soso, partner and Account Director.

Currently, the agency is developing the opening title for season 9 of El Señor de los Cielos of Telemundo Global Studios, assembling the launch campaign for Vuelve a Mí, the new Telemundo series with William Levy premiering in October, producing on-air promos for the Universal+ premium package, and providing creative services for the brand department of Disney Brand Solutions.

MEXICO AND CENTRAL AMERICA
The company is keen on working for the Mexican market. “We believe that it would be a very enriching experience from the cultural point of view and commercially. On the other hand, we understand that certain Central American countries need more attention in some service areas, and we see an opportunity for growth there as well,” he said.

CHALLENGES
For Soso, the challenge is to find content, own and genuine ways of communicating and promoting and reflecting cultural particularities. “We come from a marked time of globalization where, in many aspects, singularities became void and when communication is moving closer to representing plurality and cultural originality in a more diverse and personalized way. There is no doubt the Latin American cultural value today is growing and is going through one of its best moments in terms of recognition in the entertainment world.”

He said linear TV is affected by the constant growth of streaming, but less in Latin American countries than in the US due to the high loyalty and closeness shown by Latin American users. However, he believes Linear TV will eventually find ways and values supporting it as a necessary offer in topics such as sports, news, and reality shows. In addition, ways are being found to create synergies between linear and digital channels to reach an omnichannel ecosystem that opens a broad spectrum of promotion of this content.

He believes that supplying an omnichannel strategy entails a great challenge, as each window has its own aesthetic and narrative language in terms of length, style, audience, and format. This involves constant training and learning about new technologies and the possibilities of each one.

ARTIFICIAL INTELLIGENCE
AI has become an essential tool in the workflow of a creative department or agency, noted Soso. It is also a tool generating some uncertainty since it seems to be improving every day, exceeding its capabilities at a pace that no one expected.

“I think we all share the feeling that AI has evolved faster than we expected, and its impact and effectiveness raise concern in our environment, but at the same time, it improves workflows. We believe that it is essential for any player in the industry to learn about these new tools and use them to improve and innovate work processes. It is interesting to work with it on proposals for clients in short development stages where the search for style for audiovisual pieces is arduous,” he pointed out.

He believes AI will impact all industries in a way not yet measured. “In terms of entertainment, we feel AI will offer the user an impressive ultra-personalization experience. For example, the gaming industry is already developing games with plots created based on the interaction with the user, meaning crafting stories specifically for the gamer, something that probably did not exist before. Advances in AI voice processing and narrative writing will allow a unique experience for each player. We will probably see this dynamic replicated in all kinds of audiovisual content. Without a doubt, it is a game changer that we must follow very closely,” he concluded.

Diario de Hoy

viernes, 27 de septiembre de 2024

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Comenzó la décima edición de SMARTFILMS con más de 1.200 cortometrajes hechos con celulares

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VIPS

• José Luis Sánchez de Natpe Global: Venimos a México a explicar qué es RealScreen Summit y las ventajas de participar en ambos eventos

• César Sabroso de A+E: Producir Huellas para celebrar 70 años de VW en México es ejemplo de unir esfuerzos con marcas para causar mayor impacto

• Productora Nidian Abella: SMARTFILMS me dio la posibilidad de difundir mensajes que resuenen con todos los públicos

PERSONAJE DE LA SEMANA

Roberto Stopello, showrunner y series developer de Netflix

Roberto Stopello es personaje de la semana en PRODU, tras la entrevista exclusiva ofrecida a Ríchard Izarra en #PRODUprimetime, donde reveló detalles de su nueva etapa profesional, después de dejar su cargo en enero de este año como VP de Desarrollo para México en Netflix. Ahora sigue trabajando en exclusiva para la plataforma, pero con mayor libertad y con la posibilidad de pasar tiempo de calidad con su familia. Además, puede vivir en Orlando, EE UU, donde están sus afectos.

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ACTUALIDAD

• Globo presenta al mercado internacional telenovela Manía de ti de João Emanuel Carneiro

• Shooting in Spain intensifica su presencia internacional para atraer rodajes a España

• Festival Internacional de Cine de Cartagena de Indias abrió convocatoria para la selección oficial de su edición 64

• ICEX España lanza la campaña Spain, Where Talent Ignites para potenciar la imagen internacional de la marca Audiovisual from Spain

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FIC Monterrey celebra vigésima edición con foco a reforzar su internacionalización

Diana Cobos del FIC Monterrey: Incrementamos la parte de Industria como parte del crecimiento del Festival

Arturo Sampson de Exile: Estrenaremos en Telemundo miniserie documental con J. Balvin que abordará temas mentales

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CONTENIDOS

• Mi pequeña princesa del catálogo de Latin Media lidera la audiencia en República Dominicana

• Netflix lanza documental argentino María Soledad: El fin del silencio el próximo 10 de octubre

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VIPS
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Natpe fortalece su propuesta como mercado con la incorporación de RealScreen Summit, dos mercados en uno, ambos a realizarse en la semana del 3 al 7 de febrero en el Hotel InterContinental de Miami. De esta manera, incrementa su propuesta de valor, al ofrecer un mayor acceso a distribuidores y compradores de EE UU y global, con el atractivo de nuevos contactos y negocios para el mercado latinoamericano. Otra ventana es que se distancia de Content Americas en el espacio de tiempo. Sobre estos temas habló en México José Luis Sánchez, gerente para Latinoamérica, EE UU y Global de Natpe Global, quien viajó a este país junto a César Díaz, en una cruzada de ventas y promoción del evento.

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ACTUALIDAD
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Gabz, Agatha Moreira, Chay Suede y Nicolas Prattes son los protagonistas de Manía de ti
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CONTENIDOS
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Mi pequeña princesa
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Netflix estrena el próximo 10 de octubre en todo el mundo María Soledad: El fin del silencio, documental argentino de Red Creek y Néctar Films sobre el femicidio de María Soledad Morales, a 30 años de su asesinato.

PRODU
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