Bromley and Shooters Film presented the Freeze the World spot for Coors Light. The concept that was initially developed for the USA Latino market was so successful that ended up being selected to be broadcast during the soccer World Cup, both for Latinos and the general market.Coors Light is the Mexican soccer leagues official beer. Its a brand that understands soccer and supports it, so it was just logical it had to be in the World Cup, and thats how we explained it to the brand, said Darío Campos to PRODU, associate creative director at Bromley. The client welcomed enthusiastically our idea from the very beginning, to the extent that we went from a 30-second spot for the Latino market to a 1-minute mini-movie that ended up spreading to the general market as well, added Abe Garcia, creative director at Bromley.The great creative challenge, besides finding a good insight to connect with millennials, according to García, was to find a global tone to the commercial The story should happen not only in a country or a living room, but also around the world.As for the production companys perspective, Paolo Cavalieri, VFX Supervisor at Shooter Films, said that one of the difficulties to overcome was to up the stakes for Freeze 1.0 to become something new. We had to develop new technical mechanisms to overcome the challenges posed by this fascinating commercial, he added. Another feature of the spot is that all sequences were filmed in 3D. The Paris one was the most complex for both camera movement and 3D modeling, he pointed out. Another big challenge was to use a location in Buenos Aires and bring the star in, whose material we had filmed in Mexico. So we had to focus on detailed scene study and digital composition.
