Toni Moreno, executive producer in Agosto
Agosto is a film production company based in Barcelona, Madrid and Buenos Aires. Its passion for creating films with a creative and intelligent production approach has made possible the creation and production of outstanding advertising campaigns. The company has stood out for its creative approach to advertising production, seeking to innovate and offer impactful visual solutions for its clients, which have achieved great success.
Throughout its professional career, the production company has received great recognition for various projects that have caused great expectation among the public, such as “She”, a film piece for the client J&B, or “Gitana”, for Cruzcampo. Without going any further, MásOrange begins its advertising career with the last campaign in which the production company has collaborated, “El mundo que viene” reinterpreting the end of “The Truman Show”, with a very brave and daring tone.
How has it been possible to make this kind of advertising? We talked to Toni Moreno and Belén Gayán, executive producers of Agosto.
What do you think is your specialty for the production of different advertising content?
Our specialty has been, is and always will be to be passionate about everything we do, to be committed to our profession.We still feel privileged to dedicate ourselves to this and that’s why we have to take it seriously, give our best, be rigorous and always try to produce the best possible piece.
How do you adapt your production approach creatively and intelligently to each project?
Each project is new for us, we try to never get comfortable and avoid formulaic approaches. It is important to understand the specific needs of each script and try, however little we can, to bring some added value.That’s why for us it is very important to work hand in hand with the director while he is developing his treatment because we believe that it goes parallel to the production work, it is something that is intertwined, it is a process in which we build together the visualization of the idea and from there we can make it grow.
We all know some of your most successful campaigns, such as “She” or “Gitana”. Can you tell us about other productions that you consider to have been a great success that you would like to highlight?
Any production that is made nowadays in Spain and that you can share and publish on the web can be considered a great success. It is a complicated time for the market with many new players, with very conservative clients in terms of creativity, with an audience with very little interest in traditional advertising formats and with a society with a very thin skin, with little sense of humor.
Regarding your last collaboration for MásOrange, how do you think this type of advertising can stand out and differentiate itself from the rest in the industry today?
First of all + Orange is cinema in its purest form. It is the recreation of a scene from “The Truman Show”.There you already have a very good base from which you can work. Moreover, it is a clear, direct, round idea. A very effective insight.
For us it was very important to try to be impeccable in all aspects of the execution: the set, the lighting, the acting, the VFX, the music …..
It’s a piece that brings us back to a classic advertising format that, precisely because of its simplicity and because it differs from what we’ve been seeing lately, attracts the attention in a powerful and pleasant way.
We like to talk about achievements. Why do you think you have won so many awards throughout your career?
For working hard and not taking anything for granted. This is a long-distance and obstacle course and we must never let our guard down. Awards are a recognition that is always nice to receive, but for us it has never been a goal. August’s goal has always been to work on something we believe in, and to try to be true to ourselves in this very turbulent environment. In the principles and in the processes, always from humility and daily work.
Do you have any new international growth strategy in mind?
We have always been a production company with an international vocation and we have always been present in other markets. We must always be willing and with our eyes open to try to access interesting projects, wherever they come from.
What is Agosto’s future projection/vision as a production company?
To work, because we like what we do.Grow new talent, because it feeds the soul of the production company. To keep learning and getting excited when a good script comes along.To laugh, because taking ourselves too seriously is a sign of stupidity.
That’s why we are also working on the development of several projects outside the advertising territory: we are closing the acquisition of the rights of a book to adapt it to film, in the process of co-financing an international film and developing several short films by our directors.
