Las piezas comenzaron como ideas para print pero luego se imprimieron para outdoor
Nescafe Big Bang is the project that Casanova//McCann will be presenting in Cannes Lions 2017, Francisco Rojas, Art Director behind the pieces, revealed in an exclusive interview the details of this campaign that will be competing in the categories Outdoor Lions and Print & Publishing Lions. The campaign was launched on April 20th, 2017.“The pieces were developed under the brand’s new tagline, It All Starts With a Nescafé. We wanted to represent big beginnings inside a cup of coffee. In the case of Big Bang, we worked very hard with the retoucher to achieve an image of the Big Bang using real coffee bubbles” explained Rojas. “We shot bubbles in different movements to explore their behavior in the coffee and achieve the image of the explosion with real bubbles. Mitosis had a different approach, in which we used a more traditional retouch to achieve the illusion of a cell spliting in two and starting a new life. The pieces started off as print ideas, but later became Outdoor pieces for bus shelters.”The team behind the effort are: Elias Weinstock, CEO; Fernando Poblete, Creative Director; Francisco Rojas, Associate Art Director; Daniel Stewart, Senior Copywriter; Ingrid Otero-Smart, President; Karla Acevedo, Director of Group Accounts; Maribel Lackey, Accounts Director; Flor Castaneda, Producer; and Luchin from LobostudioLR was in charge of retouching the images.Watch pieces
