M o d e l o E s p e c i a lInterpretation Olivier Venturini

You are always going to give your best to do the things you really want to do. In these spots Model Especial celebrates the dedication of a handful of human being in the pursuit of their goals. Whether they are ordinary people like you and me, or amongst Mexican most famous personalities, they all strive to achieve what they endeavor. And Modelo Especial stays by their side in the good but also the bad times. These are stories of perseverance.

My approach is cinematic, story-telling, using all the tools film-craft puts at my disposal to trigger emotion, share the same passions, disappointments and extraordinary moments our characters go through. We instantly connect with them; we understand what they are made of. As intense as these stories can be, I always treat them with a healthy level of irony, confronting our characters with realistic but awkward situations sometimes so bad we can’t help but laughing. In the end, the tougher it is for them, the funnier it is. That is how the world goes around!

Introduction

With performers capable of conveying emotions without exaggeration (I’ll come back to that), a shooting style with no “advertising gimmicks” or boundaries, ranging from elegant tracks to the roughest handheld cameras when appropriate, with a soulful and realistic lighting style and finally an edgy sound-design, it is a complete package for a movie-like experience that will make these commercials stick in your mind. At a later stage I would love to discuss these ideas with you, adjust these initial ideas to the brand DNA and hopefully push them as far as we can.

BECOME INDEPENDENT

Our protagonist is about 25 years-old, cool, likeable, not too pretty. He wants to leave his parent’s home and become financially self-sufficient.

No matter what.

Juan

Hero Juan finishes to pack his LP’s. He holds an old toy of his with a smile and throws it in the box. He has scruffy hair and a creative type.

“To be independent you need a lot of dedication…”

“You need to say goodbye to “mummy and daddy”…

Headphones on, carrying a box he passes before his parents arguing.

The old car drives with difficulty on the road, too heavy for the amount of luggage it carries. It drives so slowly the big trucks

pass it.

“In order to have your own space where you can be yourself,”

His flatmate shows Juan his tiny room.

O r i n t h e morning he opens the fridge and sees only an opened tin of tuna or some Roquefort.

J u a n i n t h e morning drinks m i l k a t t h e b o t t l e . H i s flatmate grabs it from him and shows him his labelled corner of t h e f r i d g e … where there is nothing. There a r e a b o u t 5 d i f f e r e n t nametags in the fridge.

“have a mess, drink milk directly from the bottle…”

Juan comes out of his room half asleep in his dressing gown and has to cut through the dozens of squeezed up people partying in his living-room, the music full-on. There are bottles of Modelo everywhere, people are having fun and the party is at its height. He painfully reaches the table, and puts his bowl of cereals instead. A friend pats him on the shoulder.

“And make a party any day of the week…”

The real estate agent in his pristine suit leads him in seedy corridors and staircases barely lit with naked light bulbs. He passes suspicious silhouettes with nasty dogs. Doors open on different flats, quickly, one, two, three… all awful. In one a woman blow-dries her hair and they look dumbfounded at one another. In another a couple in bed wakes up, the dog barks…

“To look for that special place during your lunch hours and during the weekends”…

Cut: back to reality Juan turns around and looks at the real estate agent speechless.

Juan walks toward a door situated at the end of a corridor. The closer it gets, the further the door moves away. Juan starts to run… A dreamlike powerful light dims up behind the door as it opens, like the entrance of heaven.

“The place where you will finally be free, but… Free of what?”

Another angle reveals Juan dimly lit, asleep on the clothes whilst the sound of the washing machines lull him.

A camera progresses slowly in a deserted laundromat beautifully lit with fluorescents at night . I t approaches a pile of clothes.

“If now, you have to do your laundry…”

He pushes his empty caddy at the supermarket, checks suspiciously the prices. He puts only one cherry in a plastic bag on the scale whilst a security guy looks at him suspiciously.

“Wash the dishes, go to the supermarket…”

Juan

no light

sat at the kitchen table with a pile of bills in front of him does his accounts, a camping lamp attached to his head.

“Pay the rent, the electricity and all those things you thought were for free…”

Juan sits in his flat but there is nothing but a car seat on the bare ground, a cardboard box with a bottle of Modelo Especial. He sits wrapped in a blanket and smiles at the silhouettes he makes with his hands on the wall. His right hand, posing as a character chases his left one in a funny chase.

“To start from scratch, with only the basic… Without cable TV and eating on plastic tables and boxes…”

He takes a food container, smells it.

He drops the block of unappetizing frozen food in a

plate right on the floor in front of a puppy… that doesn’t want it.

“Changing your mother’s food for frozen food…”

Juan drills the wall, a kitchen cabinet at h i s f e e t . H e h a m m e r s a n d suddenly the wall collapses in a cloud of smoke.

“And thinking you can be plumber, electrician or carpenter, but at the end you pay for someone else to do it. You wanted to be free, didn’t you?”

On the other side of the dusty wall he finds himself face to face with his neighbor. The man stops eating and looks at him speechless.

“You feel lonely……”

He stands at a window overlooking a wall that he could almost touch with his arm stretched. He tries hard to open it but it is

stuck.

He runs in the streets at night. Then stops, breathless and looks around him. He sees this guy

coming home.

Or

He lies in his bed and listens to the argument next door. the headlights of a car passing through the tree create intriguing silhouette on his ceiling. He digs in a box and finds the toy he packed at the beginning.

“You get scared…”Juan

“You think you’re not going to make it, but you try to stay calm to not asking for your mother’s help because you’re an adult now…”

He sits at the table anxious; he stares at the mobile phone before him. Picks it up… then put it down again. Or he sits on the toilet seat, his face buried in his hands.

In close-up: he turns on the fluorescent above the sink and looks at his own reflection, pensive.

In underwear and socks, Juan slides on the floor into frame and pretends to sing on the music. His dog for only spectator. A bottle of Modelo Especial stands right in front of him.

he sits on his couch only lit by the television and he hides his face, only glimpsing through his fingers. We hear the sound of a suspenseful movie. His dog, unimpressed, yawns.

A neighbour claps in his hand from the window opposite.

Or ...

“And all that, just to have a tiny 240-Square-Foot kingdom, where you are the king”.

Pack shot

“With the same dedication you have to do everything, we produce our best beer. Modelo Especial, made with special dedication”

Mood

Mood

THE INVENTOR

Introduction

This is the story of one of Mexico’s most notorious personality, Guillermo Gonzáles Camarena who invented colour television back in the 40’s. Given the Mexican restrictions on alcoholic beverages, we have to skip anything on his youth and start at 23 years old… unfor tunately! Because Guillermo was quite a precocious kid, having started university at the age of 13 and this would have given us plenty of nice opportunities. No chance?The whole story is shot as a period film with genuine film sets from the time, accessories, hairstyles and clothes all from the forties.

In muted colours: The camera slowly tracks in towards an old TV set thrown on a pile of rubbish in a recycling dump. Suddenly an image appears on the screen with a flash.

“To invent colour TV a lot of dedication was needed…”

Fade to black. Point of view camera going for a walk in flea market. The camera position, quite low, is such it could not be this of an adult. A few dodgy people in the market stare down at us with a defiant look. Closer on a collection of electronic parts lying on the bare ground. The seller hands them over in a box and trades them with a large Meccano toy box.

“First of all, you always preferred to buy bulbs, cables, batteries instead of candies…”

We follow the sexy rolling shoulders of a woman in a party. She dodges in and out of people having a good time; bottles of Modelo Especial are scattered here and there. She opens the door of Guillermo’s bedroom and onto a different dimension.

Guillermo at 25 is alone working on a complex and invasive electronic device, surrounded by enigmatic equipment making noise. His tiny bedroom is crammed from floor to ceiling with scientific devices. He looks up, wearing a pair of magnifying goggles.

“Second, that you were interested in assembling and disassembling things, repairing electronic devices without instruction manuals or the help of technicians that always complicate everything… “

A middle-aged elegant couple is standing in their high-class living-room looking at… the young Guillermo working on their television set.

“But is not that simple, because your inventions had to actually work…”

He has totally taken it apart, its components scattered all over the floor. He smi les but they are unimpressed.

From the stage he operates the heavy camera in front of a crowd of dubitative journalists (it is all shot in black and white). He points it at a woman wearing a colourful outfit and she appears in colour on the nearby TV set. The flashes go off.

Guillermo presents his new (big!) camera to the public. We get a glimpse of the metal badge on it: “Laboratorios Gon Cam”.

“It also required not to conform yourself with black and white, because life is colourful…”

And the woman smiles, almost flirting.

Guillermo:

Close-up on Paco talking on the screen. The picture is heavily pixelated, it is quite hypnotic so it is close… and we never see his suit.

An old TV screen in profile and macro; Paco Malgesto’s voice crackles through the loudspeaker. The camera tracks slowly to the front and reveals more of the screen but it is heavily pixelated. We can make up some shapes but can’t really see what is going on.

“…and everybody wanted to know, which colour was Paco Malgesto’s suit?”

Double exposure on Guillermo’s face delighted.

The three chromatic wheels start apart from one another and regroup in the centre… and suddenly start to spin faster and faster. A glow radiates from behind it, stronger and stronger. And then the colourful disc explodes in a amazing firework.

“To study the primary, secondary and complementary colours to realize that you only needed red, green and blue to create the trichromatic field-sequential system, even if nobody knew what was it…”

The camera slowly tracks in on a old TV set in colour. On the coffee table, a bottle of Modelo Especial.

“Today, after 50 years of its first transmission, color TV is considered as one of the greatest inventions of history…”

The image on the TV being locked on our screen, all our surroundings change as we push in. The same show is broadcasted seamlessly on lots of different TVs in various situations: inside a posh house, in a cheap tacos bar, in a television shop, around a swimming pool, in an office… and so on.

Pack shot

“With the same dedication you have to do everything, we produce our best beer.

Modelo Especial, made with special dedication”

FINAL THOUGHTS

We want real people. Effortless acting in a “less is more” fashion. We believe in them from the start and we have empathy with their endeavours. We feel for them. Let’s think feature film rather than advertising in our casting decisions. Ideally I’d love to find actors and stay away from models. In any case, I will be there for “call-back” and it needs to take place before we do our PPM so I can recommend the people I believe are the best.

Casting

FINAL THOUGHTS

I understand we will use your original music but I would love to enhance with a film-like sound-design. And perhaps re-orchestrate it if we can afford it. Sound gives our scene an edge and an additional layer of realism.

Editing and sound design

ConclusionI am very excited by this project; I truly believe this could be something w all end-up being quite proud of. These are preliminary ideas that require further discussion with lots of room for improvement. I would love to get your feedback and hone my proposal.

Modelo EspecialVersion: Succeed

DOWNTOWN MÉXICO

ART DIRECTION JAPAN