U.S. HISPANIC Versión en español

#PRODUprimetime with Ríchard Izarra about the 30 years of Gastón Soso and his company Nocaut

19 de junio de 2024

Gastón Soso, co-founder of Nocaut: The concept of designing specifically for television screens had been an idea we'd harbored for some time

Gastón Soso, a co-founder of Nocaut, a creative services agency specializing in crafting campaigns and promotional materials for studios and platforms, is celebrating three decades of continuous work in the industry. #PRODUprimetime, hosted by Ríchard Izarra, explores Soso’s career and the journey he and his partners undertook to achieve their success, all while remaining based in his hometown of Rosario, Argentina.

“Thanks, Ríchard, for inviting us. It’s a great pleasure to be here. We always like to share our beginnings, because it highlights how far we’ve come.  Thirty years ago, when linear editing meant working with clunky cassette decks and non-linear editing was unheard of, our first foray into the audiovisual world was a surprisingly rewarding one: capturing ‘quinceañeras’ and weddings. They were cherished events for families, and we took pride in documenting them,” said Soso, Account Director and co-founding partner of Nocaut.

ROSARIO AS A BASE
Hailing from Rosario, Argentina (roughly 300 kilometers from Buenos Aires), the company shares its roots with soccer legend Lionel Messi.  While Miami has historically been a hub for Latin American media ventures, especially since 2000, they’ve established a presence there as well.

“We never felt the need to relocate. Although Miami is our current base, allowing us to expand our client network, staying in Rosario was always the plan. Back in 2000, the industry standard was to move to the US, especially Miami, for success. But being Latino, we were determined to stay put, even avoiding Buenos Aires.  With some creative resourcefulness, we figured out ways to send materials and collaborate with major TV networks, proving you don’t have to be geographically central to be successful,” says Soso in the #PRODUprimetime interview.

FIRST NOCAUT’S CUSTOMERS
Beyond their early ventures filming social gatherings, birthdays, and weddings, these three talented and resourceful friends started making a living in the audiovisual industry at a young age. By 2000, their entrepreneurial spirit led them to work with LAPTV, a company specializing in channel packages.

“Our journey began in 2001 with a company called LAPTV, a pioneering Atlanta-based firm whose signal package was carried by Moviecity, working with Juan Pablo Mascali, who has been a friend of ours for lifetime. We collaborated with them on their very first promotional campaign, a groundbreaking effort that seamlessly integrated design and animation into on-air advertising – a concept far ahead of its time, considering social media wasn’t even a factor back then. LAPTV was impressed with our work, and this successful project marked a turning point, solidifying their trust in us as their go-to partner for content promotion,” he explained.

“The concept of designing specifically for television screens had been an idea we’d harbored for some time,” he said. “This vision blossomed in Atlanta, where we landed a significant partnership with CNN en Español. This collaboration marked another major leap forward, propelling the expansion of our business in that region.”

SEBASTIÁN CARAZAY AND RODRIGO JÁVEGA
Three childhood friends from Rosario were the creators of Nocaut 30 years ago and they are still together; in addition to Soso, they are Sebastián Carazay and Rodrigo Jávega.

“What’s truly remarkable is that after 30 years, our company is still just the three of us. People are often surprised to hear that. It’s true, the early days were filled with fun and discovery. But as with any company, growth brought its challenges. We’ve navigated growing pains and tough decisions along the way. Yet, through it all, we’ve persevered. It’s been an incredible journey, and we’re excited to see what the future holds,” said Soso.

He explained how, even though the company has grown to over 20 employees, the core team structure established at its founding remains surprisingly intact. Everyone still plays a vital role, with the managers transitioning into more supervisory and client-relationship-focused positions.

From the beginning, each of us played a crucial role, like the legs of a stool. Sebastián, our audiovisual director, brought his expertise in video production.  Rodrigo’s design skills became the company’s design foundation. And, at the company’s inception, focused on animation.

WHY NOCAUT? HOW HAS THE COMPANY BEEN CHANGING?
Nocaut (meaning knockout in English) is a name that Rodrigo Jávega proposed more than 20 years ago in reference, obviously, to the term boxing.

“Author Julio Cortázar famously compared novels to boxing matches won by rounds (in 12 rounds, he said), while short stories by knockouts. They demand a powerful impact on the reader. This philosophy aligns perfectly with our work. For most of our journey, we’ve focused on short-form content like music videos and promotional pieces. We understood the power of these concise narratives and aimed to deliver a knockout punch with each project,” explained Soso.

In the interview, he discussed the dramatic shift in the promotional landscape.  He explained how his company has had to adapt, going from a pre-social media and AI world to one where these tools are central to their work.

“The need to constantly evolve and embrace new trends is paramount. Social media has become our primary focus for the past several years, and it’s clear that younger generations have a deep understanding of this space. Their expertise will be crucial as we build integrated teams that leverage the power of artificial intelligence, a technology that’s already impacting our industry,” said Soso.

CONTENT NEEDS TO BE PROMOTED
Soso referred to the importance of promoting the content. He concluded by highlighting the evolving nature of content promotion.  “Gone are the days of simple commercials for LAPTV promos in the 2000s – today’s campaigns are multi-faceted beasts.  From digital and social media to print, radio, and even augmented and virtual reality, the promotional landscape has exploded.  This constant growth necessitates continuous learning, a core value for our company.”

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

El oráculo 35 años: Cecilia Gómez de la Torre

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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