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.”
