The associated production company ROMA presents two of its key recent projects, delving into the way and challenges of their production.
In the final presentation of the XII Commercial Film Workshop, Pablo García Acón and Óscar Romagosa, co-founders and executive producers of Roma, shared the details of their successful campaign Andalusian Crush. This production, praised for its creativity and execution, stood out as a bold bet that connected deeply with its audience while avoiding stereotypes.
Andalusian Crush was conceived as an international proposal aimed at bringing the essence of Andalusia to life through a powerful visual narrative, blending tradition with a modern and dynamic touch. García Acón explained that the key to success was the team’s ability to create a campaign that not only represented Andalusian culture but also spoke to the audience in an emotional and direct way.
Óscar Romagosa emphasized the importance of collaboration between different international teams, pointing out that the fluidity and synchronization among the involved parties were essential for the project’s efficient execution. He also discussed the logistical challenges they faced in trying to capture the essence of Andalusia in various locations and how every detail was crucial to the final outcome.
The talk offered a deep insight into how an advertising campaign can be much more than just a production, and how a combination of creativity, teamwork, and boldness can result in a memorable piece.
They also discussed the creative process behind the Cupra ad, directed by J. Bayona. Romagosa highlighted how collaborating with Bayona elevated the campaign, incorporating cinematic elements that transformed the brand’s perception and created a unique visual experience.
The Cupra campaign stood out for its innovative approach, combining deep narratives with artistic direction that not only promoted a product but also took risks to offer a different perspective.
