Created via The Martin Agency, TIAA comes on the heels of new female-driven work for Renault, Philips, and Taco Bell.
One need only take a glance at the filmography of Rocio Crudo to get a sense of her accomplishments in filmmaking. But beyond standout work for Rockstar, Gatorade, Meta, Chevrolet, and more, the director has made a name for herself within the “female-driven spots” category. Her recent effort, TIAA "We Do More," created via The Martin Agency, comes on the heels of new female-driven work for Renault, Philips, and Taco Bell.
The spot does not mince words: “We step up, stand out, break rules, and spark revolutions,” the VO announces as Crudo’s powerful vignettes blending original and found imagery roll out prime examples of this. “We save lives – we give life – and we get right back to work.” The call to action url – www.RetireInequality.com – concludes with Venus Williams speaking to camera, saying that, even though women do more, “We still end up with less.”
“This film’s intent was to make visible what is not always visible: the fact that women retire with 30% less,” said Crudo, who points out that the project was led by women. “Our creative team and most of the department heads were female, making the project itself a personal statement about our own rights.”
Crudo’s career as a filmmaker spans action, sports, humor, docustyle, and longer narrative pieces. Regardless of genre, in her dozen-plus years behind the camera, Crudo has developed a distinct style, voice, and recurring avatar: strong women who are competitive, determined, capable, good-humored, and sometimes, cleverly combative.
For example, Renault “Tree,” created via Publicis Paris, is a synthesis of eco-consciousness, nostalgia, and the determination of a young woman using her electric car to save a local landmark. Created via DEPT, Philips “Lumea” IPL rips the metaphorical band-aid (and the literal follicles) off the hair removal process. “I am drawn to explore a type of humor that is so honest that it must be relatable, and force us to laugh at the truth,” she explains. Finally, Taco Bell “Donde We All Play,” created by Cashmere Agency, and produced by Easy Mondays, features professional soccer player Ashley Sanchez and Mexican-Japanese-American model Genai Nakama against the backdrop of a street soccer scrimmage using a Taco Bell wrapper.
Ultimately, what sets Crudo apart is not gender, but her approach to storytelling. “What I try to do is create an honest portrait of people,” she says. “Advertising often creates an ‘average’ persona, but I like to capture the best of a certain person, harnessing their unique energy, and getting the most genuine and natural vibe.”
Relating her own experiences to those depicted in “We Do More,” Crudo offers, “Emotions are important. Embracing creative risks in pursuit of a common goal is important, too. Collaboration is its own powerful form of energy.”
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagán Muñoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors who’ll highlight this year’s winners. The conversation will include a discussion about the winning work, including insights... Read More