Anabella Sosa, directora y socia de Upstairs
Anabella Sosa, director and member of Upstairs, spoke with PRODU about the latest projects of the producer, as well as their experience with various projects across the Total market. “One of the biggest challenges we had was to start working with the general market, and we managed to expand our portfolio in this regard. There are many general market agencies in Florida with whom we have been working in the area of health and banking. Also, New York and Los Angeles are markets that we have won, with projects for New York and JW Young & Rubicam, for brands such as Zyrtec and Tylenol,” Sosa said.Among the new accounts Upstairs has materialized during the first half of the year is the account of Mattel Hit Entertainment for everything related to the campaign for Latin America for Thomas the train, one of the most important properties of the corporation. “This project was very nice because it was a mixture of what we know best, 2D animation and character design, but locating the concept for the LatAm market,” she said.According to Sosa, the trend of the company now aims to diversify somewhat in the advertising industry or supplement it with other content. “These are a little longer contents, ideal also to creatively do more innovative things,” she said. To conclude, the executive producer asserted that for Upstairs the focus of the Total market has been a very positive change. “It was wonderful to have made it into other areas like American films or TV series, which allows the company to grow in a more interesting way,” she concluded.
