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Madrid based TwentyfourSeven has worked with production company Ruffian and agency Sid Lee on a new spot for Belair Direct.

TwentyfourSeven scouted the perfect Madrid shoot location for a 1950’s West Side Story-style production. 

Working closely with directors The Bobbsey Twins From Homicide, the TwentyfourSeven team covered the casting for all the non-speaking roles and dancers - the lead talent coming from Toronto and Montreal - and dressed the 1950’s set and created period costumes for the cast.

Fran Thompson, Producer, Ruffian: “Everyone was thrilled with the shoot and Bea Canete (247 Producer) did an exceptional job, her patience and resolve was endless”.

Belair Direct – Gangs

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Bea Cañete, Producer, TwentyfourSeven:

Our main goal was to achieve this American look and also find a location that could be like a set built for it.  Ruffian were looking for a location that really looked like an American cliché from the 50's and we understood immediately what they were looking for. Our Art Department and Stylist did fantastic jobs and there was an extraordinary relationship on set with everyone involved, agency, client and production company.

The commercial was shot over four days in Madrid and will run in Canada.

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