Melina Acevedo Zubi
Melina Acevedo, integrated producer at Zubi, has been named as judge in the Production category for FIAP 2021. “When you’re a judge viewing an entry, you look for the information to be concise, direct, and very clear about its target audience, because that makes all the difference. If the work is nice and pretty with an interesting creative idea but lacks a specific target or promise, it just won’t work in our business,” she said. One element to be evaluated is whether the entries grab people’s attention. “Productions must be visually catchy,” Acevedo said. “Whether it’s the color or clothing or actors or acting, something has to be flashy.” Another worthwhile element is that in the current context, awards ceremonies are very useful for setting industry standards. “I would say that these days you hear a lot about other commercials being made by other agencies and about other agencies’ clients…and now with the awards, we have a great way to recognize the best in the industry and consequently establish a certain standard of excellence, which is important.” In her opinion, the leading trend in this year’s festivals will be innovation. “There are so many platforms, so many ways to connect elements of the same campaign by means of different media. And now we add social media and virtual or in-person experiences,” Acevedo said. The FIAP + PRODU Innovation Summit will take place between October 5-7, 2021, at the legendary Eden Roc Hotel in Miami.
