Así Sabe Sonora

A love letter to the Sonoran culture

A love letter to the Sonoran culture​

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DURATION: 1:11"

FORMAT: 16:9 24FPS

RES: 4K UHD 2160P

LANG: SPA

LOC: HERMOSILLO

The new rebranding of Carnes JC offers a complete redesign of its visual narrative and communication,  globalizing all the elements to a modern human and visually contrasted look, where this cine-minute aims to show the thickness, age and care of this new JC brand.

Getting in Context.

This collaboration was entrusted to us by Carnes JC for our expertise on handling of meat photography as well as documenting wild animals and landscapes.

Visit carnesjc.com to know more.

PREPRODUCTION

We basically wrote a love letter to the Sonoran culture, expressing why the quality of cattle raising is so carefully done, the love for this produce, the process and the culture.

The storytelling of this piece is somehow dramatic by using light and structure, giving it the amount of suspense necessary to keep the viewer hooked.

A love letter to the Sonoran culture, expressing  why the quality of cattle raising is so carefully done, the love for this produce, the process and the culture

– Director Alex Mendivil

This story talks about the people’s effort and passion to create a high quality product, all while we tell the visual story of the roast meat process and the artistic redesign of the brand. Everything told from and energetic and contemporary montage.

PRODUCTION

The most interesting part of the production was the locations that provide us different points of view to play with. Everything from the primary production of the meat, from cattle raising to las testing. In JC they have more than 25 thousand hectares of space with the ideal conditions to care for and develop the cattle, they also have a specialized cattle ranch with advanced technology that allows them to fatten the cattle with the best quality feed and without the use of chemicals, until the optimum point required to produce meat of the highest quality.

To get a mesmerizing cinematography we managed a contemporary style where we played with movement, volume and perspective.

The rebranding design gave us most of the color direction; reds, yellows, browns, all of them resembling the land that is worked up. The meat was the key part, it had to look like you had it in front of you, real colors, appetizing, brilliant

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Cinematography

To get a mesmerazing cinematography we managed a contemporary style where we played with movement, volume and perspective. The rebranding design gave us most of the color direction; reds, yellows, browns, all of them resembeling the land that is worked up. The meat was the key part, it had to look like you had it in front of you, real colors, apetazing, brilliant.

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Photos by @alexmendivil

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