I feel very proud to present to you the ‘behind the scenes’ of the TV spot we created for our Soccer.com Liga MX spot. This commercial is very special to me because it was entirely made by our creative team, from the idea to the execution, whereas regularly advertising agencies rely on production companies that are responsible of the execution. Despite limited time constraints and budget, we took the challenge and achieved a great result. Our creative department was responsible for the idea, pre-production, production and post production.
These are the steps we took to complete this commercial.
Concept: The main objective was to position soccer.com as the destination for Liga MX fans, showing all the major teams, and how this league is different and full of color and joy. Within the spot we had several stories, some reflected love-hate rivalries among teams, others representing the lifestyle of the fans or core attributes of each team.
Pre-production: Once the ad concept was authorized, we took the task of finding the right people to represent each story. Through various channels, we reached out to Latino fans in the Charlotte area, and finally choose the best person for each role. We found a suitable location for the shoot and refined details such as video and lighting equipment, catering, clothing, etc.
Production: Finally, the production day came and everyone had a task assigned: Director, cameraman, staff, makeup artist, art direction, prop manager, producer, everyone in our team assumed one of these roles in the production held in Concord, NC.
Post-production: After a long day we got enough material for the post production. Clip selection, color correction, editing and motion graphics were also done internally, and even the music was custom made with a pop-banda–norteño-house style.
Once we had the final commercial, and with the help of our planning department, we had the opportunity to see it run on Univision, one of the major Hispanic TV Networks, during the most important part of the Liga MX season (La Liguilla).
I could not be prouder of our creative team and of the entire team at AC&M for helping to make this project a huge success.