Corona’s view on local colour
Mexican DP Emmanuel ‘Chivo’ Lubezki launches the Unfilter Mexico initiative, which aims to break the stereotype of portraying Mexico through the yellow filter in films.
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Credits
powered by
- Agency GUT/Mexico City
- Production Company Primo/Buenos Aires
- Director Santi Dulce
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Credits
powered by
- Agency GUT/Mexico City
- Production Company Primo/Buenos Aires
- Director Santi Dulce
- Executive Creative Director Ramiro Rodriguez Cohen
- Executive Creative Director Ariel Abramovici
- Executive Creative Director Bruno Acanfora
- Creative Director/Art Director Jose Mario Munoz
- Creative Director/Copywriter Rodrigo Del Oso
- Senior Art Director Aurelie Diaz
- Copywriter Lauren Torres
- Production Director Paula Sanchez
- Executive Producer Odille Mondragon
- Producer Omar Uscanga
- Managing Director Jaime Vidal
- DP Juan Pablo Ramirez
- Post Producer Nancy Bravo
- Post Producer Daniela Balcazar
- Editor Daniel Balleza
- Animator Yabin Morales
- Partner Nacho Ferioli
- Managing Partner Camila De Almeida Prado Affonseca
Credits
powered by
- Agency GUT/Mexico City
- Production Company Primo/Buenos Aires
- Director Santi Dulce
- Executive Creative Director Ramiro Rodriguez Cohen
- Executive Creative Director Ariel Abramovici
- Executive Creative Director Bruno Acanfora
- Creative Director/Art Director Jose Mario Munoz
- Creative Director/Copywriter Rodrigo Del Oso
- Senior Art Director Aurelie Diaz
- Copywriter Lauren Torres
- Production Director Paula Sanchez
- Executive Producer Odille Mondragon
- Producer Omar Uscanga
- Managing Director Jaime Vidal
- DP Juan Pablo Ramirez
- Post Producer Nancy Bravo
- Post Producer Daniela Balcazar
- Editor Daniel Balleza
- Animator Yabin Morales
- Partner Nacho Ferioli
- Managing Partner Camila De Almeida Prado Affonseca
A collaboration between the beer brand and independent agency GUT Mexico City, the campaign was announced during the Oscars ceremony on Sunday night and highlights the power of casting a country in a particular hue.
The campaign film, directed by Santi Dulce, through Primo Content MX, explores how yellow is often used in cinematography to denote heat, risk and danger, thus reinforcing negative tropes about a location. Lubezki's mission is to encourage the depiction of Mexico as it is – full of different colours.
Known for his groundbreaking uses of natural lighting and continuous uninterrupted shots, Lubezki has been Oscar-nominated eight times for Best Cinematography. He won in this category three times, becoming the first person to do so in three consecutive years, for Gravity (2013), Birdman (2014), and The Revenant (2015).
