Bernardete Rivero Cortez2
Bernadette Rivero, President of Cortez Brothers, said the current trend in production is toward content packages. Although in 2017 the company mostly produced television commercials, today the most frequent requests are for pre-roll, short 6- to 15-second videos, spots, content for banner ads and other formats that make up these content packages.“In this new situation, a director with a good eye is still required, because he can make each small piece of content look good, while reflecting the quality of the brand, the agency, and the production company” she said. “Today we have a lot of directors from social media, younger ones, who start out thinking they have to shoot several pieces of content at the same time. They think in terms of a 360º delivery.” She said that many think digital content must be cheap because there is so much of it on the Internet. “The wise ones know that good content has its price, and for it to be a piece you can trust takes resources,” she added. “What has truly changed is that now it’s quite normal for directors to shoot both videos and still photos. We’re seeing more and more directors who do both.”Regarding the multicultural market, she said that “several brands have made a mess, because they’ve been creating multicultural pieces for the whole wide world, which consequently haven’t the necessary depth to engage any part of it. We’re the experts in this field, so I hope the wrongly used concept of total market disappears in order to have a truly multicultural market with all voices at the table.”
