A love letter to the Sonoran culture
FORMAT: 16:9 24FPS
RES: 4K UHD 2160P
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.
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
Choosing the Black Magic Ursa Mini Pro as the right camera for the project, we opted for placing the camera outside the conventional zenith approach to give a shot to an interesting perspective – the eye of the viewer where it accompanies, presence and experiences the meticulous process of the monchosity of a Suzi’s Cookie.
Another tools that came in handy were a Danna Dolly (Watch sec. 32-36) for a dramatic diagonal – dolly out perspective of the cookie mountain.
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.
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