Ruth Gaviria, senior VP of Corporate Marketing of Univisión
Ruth Gaviria, senior VP of Corporate Marketing of Univisión, was the brain behind the masterful opening video at the Upfront in New York. In a very ingenious and compelling manner, it showed the new American reality of 50 million Hispanics growing at a rate of a million per year.Univisións Client Development team needed a tool to showcase the Latino bi-cultural experience in the U.S. They wanted to produce a video that could explain the impact of the Hispanic consumer by showing the Census data, but with an added the emotional dimension to it.Chiqui Cartagena and Diana Terry-Azíos, also from the Marketing department at Univisión, wrote the script by interpreting the most compelling data and portraying it in a human and colloquial fashion.The creative concept was commissioned to the Parlor Creative agency and the production to Goodpenny, both out of New York. Parlors creative director, Rodd Chant, worked with executive producer John Cline and designer Maureen McGowan, both from Goodpenny. The briefing was simple: create a video that explains the Hispanic bi-cultural experience and the impact of the Census. Maureen created the piece on Adobe After Effects. The music was composed exclusively for the video entitled The new American reality. Ruth Gaviria, Chiqui Cartagena and Diana Terry-Azíos supervised it at all stages.The two-minute-52-second video opened the Upfront on Thursday May 19th and received a lengthy ovation by the audience.{Watch video in HD;quick.produ.com/av/UnivIntro-May11/NewAmericaHD.mov} – {Watch regular video;www.produ.tv/popup.html?noti=5097&id=52668&link=av/UnivIntro-May11/NewAmerica.mp4} – {Watch mobile version;quick.produ.com/av/UnivIntro-May11/NewAmericaMovil.mov}
