Alejandro Santangelo y Lorenzo Bombicci de 2150 Editorial
Alejandro Santangelo and Lorenzo Bombicci, Senior Editors at 2150 Editorial, spoke with PRODU about their most recent work for Coca-Cola, which they felt was a great challenge. Alejandro and Lorenzo were in charge of editing the pieces Break Up and Brotherly Love by Santo.”When Santo summoned us to edit part of the new global Coca-Cola campaign, the first feeling was a mix of pride and vertigo, as well as great eagerness to play with that material” expressed Santangelo and Bombicci. It was a complete review of the brand´s communications strategy, they explained; leaving behind eight years of the Open Happiness concept to adopt the new Taste the Feeling idea.The commercials were filmed by Andy Fogwill, from Landia, in Barcelona in a shooting that took eight days and 50 hours of material. “We carefully broke down the material, from the moment of the selection on, sharing the task to be sure we always had a fresh look on what was being done. We went back and forth, combining images to tell different sensations in an ocean of possibilities” they pointed out.”The result are two lovely pieces, one very different from the other, following the company´s new communication guidelines. They tell simple stories about ordinary people, about those things that happen to all of us, every day” they explained.They mentioned that the client found in the post production process a new approach to the digital process and granted the final product the best possible expression.
