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Double the Effort for Dos Equis


XX Lager has launched an ambitious campaign involving five renowned Mexican artists like Hector Esrawe, Hector Falcon, Omar Torres, Alejandro Castro and Karina Mayo. And Upstairs, through Filmaciones Circo, edited each of the commercials. For this demanding task was allocated to two editors of our outstanding and diverse team of professionals: Pablo Piriz and Omar Tinoco.

Miami, FL, September 29, 2012 --(PR.com)-- Dos Equis Lager has launched an ambitious commercial campaign along with 5 recognized Mexican artists. Upstairs, in collaboration with Filmaciones Circo, executed the post-production for all the commercials. Two of Upstairs’ top editors took on the task of assembling and finishing the spots for this demanding campaign.

Variety is the spice of life, has been said, and Upstairs, Miami’s premiere post-production facility puts that approach in practice for every one of their clients. This time it was for XX Lager, the popular Mexican beer that together with Filmaciones Circo, contacted the creative team at Upstairs. The project, which was primarily editorial, was awarded to Upstairs because the clients wanted to work with Upstairs’ Senior Editor Pablo Piriz, but quickly expanded to include Omar Tinoco, who quickly put his mark on the final product. “There were many hours of material and we soon realized that we were going to need more than one editor. One of the advantages of working with a company like Upstairs is our ability to react to this kind of challenge and provide experienced artists to make it happen. It was very easy to create a creative team that worked as one. We are used to working this way and the client can choose any of five very creative editors like Pablo Piriz, Lorenzo Bombicci, Omar Tinoco, Ezequiel Sarudiansky and Juan Fontana. The client can then pick based on their needs for each project,” explains President Anabella Sosa.

As is usual for Dos Equis, the new XX campaign is very ambitious. This particular campaign is composed of five spots that each focus on a famous Mexican artist. The artists, Héctor Esrawe, Héctor Falcón, Omar Torres, Alejandro Castro and Karina Mayo were each chosen to create an art project that represents Dos Equis from their own perspective. Luis, “Tepo”, Hernandez, who is the director in charge of this project describes the idea behind the campaign: “The brand has traditionally worked with artists. It’s a beer that was born to commemorate the arrival of the 20th century. It has always been associated with moving forward, with evolution. In this particular case, the idea was to renew the brand image by working with these talented artists.”

Tepo Hernandez mentions that he was looking forward to working with editor Pablo Piriz since they had both worked together in Los Angeles, but also took time to praise the team at Upstairs. “I really enjoyed this experience,” says Mr. Hernandez. “It was refreshing to work with people that are not just operators. People who are actively participating and contributing to a better final product. This is always a plus,” says the Mexican film director who for more than ten years worked as Creative Director for various advertising agencies and who for the past two years have been directing commercials, music videos and is in the process of filming his first 3D movie.

“Dos Equis is a very important client for Filmaciones Circo and they insisted that the post-production for this project should be done at a top-notch company. That is why we’re so proud that they trusted us to take on this project. It recognizes our contribution to this industry in our 15 years in the business,” concludes Anabella Sosa.

Upstairs is an award-winning full service post-production studio located in Miami, Florida. Upstairs specializes in all areas of post, including creative editorial, color correction, visual effects, animation and motion graphics, sound design, audio post and original music for motion pictures, TV commercials, broadcast networks and corporate projects. Visit our website at www.upstairsefx.com or our Facebook page at www.facebook.com/upstairsefx
Contact Information
UpstairsUptempo
Jose Toledo
305-443-8680
Contact
www.upstairsefx.com

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