Cantini: Este es un mercado en el que me gusta mucho trabajar
Federico Cantini is one of the most recognized Directors of Photography in the U.S. He currently lives in Los Angeles, but his relationship with this market began eight years ago in Argentina producing for the U.S. In recent years, he has been aware of the enormous creative and productive evolution. “I like to work in this market. Since it is relatively new and small, you are able to feel as a part of something that can include your own vision. It is nourished with creatives from different countries, not only from Latin America, but the rest of the world. Therefore we manage to achieve something special, with different ideas and experiences. The best of all is that it never ceases to grow” he said.Cantini commented with pleasure that one of the visual trends for 2017 is an increasingly film-like image, with a more expressive approach. “Video is part of our life, so it is essential for us not to create neutral images.”For the cinematographer, it is key to handle VR and 360 degree techniques since it the new market need. “Whether they arrived to stay or not, we must be able to communicate on these platforms, as well as, the new ones to come.”“Advertising evolved in the last few years, because we also evolved as spectators” he highlighted. “I am watching magnificent commercials of products that no one would have imagined five years ago. We are at a unique, lovely moment and we must watch out for what’s happening.”
