Director Javier Blanco Joins IDENTITY


Renowned Argentinean Filmmaker Establishes Creative Partnership between his Hermanos Mundo Production Company in Buenos Aires and IDENTITY

Last Updated: April 15, 2010 10:45 pm GMT
(New York--April 15, 2010) Production boutique IDENTITY announced the addition of famed Argentinean director Javier Blanco to its roster. In joining the company, the multiple award-winning creative talent also brings on board his production resources, agency contacts and studio home base of Hermanos Mundo, his Buenos Aires production company.

Since his signing, Blanco has directed a number of commercials for the U.S. market through IDENTITY.

"I've known Javier for some time now, ever since IDENTITY did a production service for Javier when he shot a Disney commercial in LA a few years ago," said Joe Masi, executive producer, IDENTITY. "Javier has a beautiful visual style and ability for capturing emotions, and his Hermanos Mundo production company shares a creative philosophy that's very similar to IDENTITY. He and I have been in touch over the years and the timing was right to get him the exposure he deserves in the US."

In joining IDENTITY, Blanco will be giving the New York-based production company a satellite studio in Buenos Aires, which opens doors for both companies. IDENTITY's US clients will have access to an IDENTITY director and slate of production services in Buenos Aires, a cosmopolitan city that provides an ideal shooting location in Latin America because of its diverse geography, people and established advertising infrastructure. The partnership also means IDENTITY directors can work closely with Blanco on fulfilling commercial projects for Latin American agencies and brands.

Javier Blanco is considered one of Argentina's leading commercial directors. Through his production boutique Hermanos Mundo, Blanco has worked with every major agency in Latin America and beyond on campaigns for Nestle, Ford, Kraft, Coca Cola, Toyota and others, while establishing a reputation as an "actor's director." His 2004 spot "Shadow" for Aerolineas Argentinas is widely credited for putting Argentina's advertising industry on the worldwide map, and picked up numerous honors that year, including a Cannes Gold Lion, a Golden Award at London International Advertising Awards, and a Golden Clio in addition to landing him a spot in Saatchi & Saatchi's New Directors Showcase at Cannes.

An actor who began a career in theater at the age of 12, Blanco went on to direct plays while also taking on roles in commercial productions. It was during one of these jobs that an agency creative from Agulla & Baccetti saw how Blanco was often called to assist in directing the actors on set, and decided to give Blanco a shot at helming his agency's next spot.

"Getting behind the camera was a natural evolution for me. And as my career progressed, I found myself drawn to agency boards that had a dramatic storytelling arc, or that explored the lives of interesting, compelling characters," said Blanco. "That's a big reason why I was attracted to IDENTITY. Joe has cultivated a roster of directors with wide-ranging specialties. They have backgrounds in documentary filmmaking, cinematography and photography, but one common thread they share is that they're all phenomenal storytellers."

In a world where sameness is on the rise, IDENTITY wins by imprinting every project with visual sophistication and refreshing individuality. Leveraging a highly-sought after directorial roster, Owner/EP Joe Masi has made his mark on award-winning work for Nintendo, Honda, Budweiser, 7UP, Tommy Hilfiger, Infiniti, and Gucci. IDENTITY fosters and supports an environment where creativity can flourish. Headlining the visual-style genre, IDENTITY's directors cover the complete range of storytelling and effects. IDENTITY's directorial roster includes: Anthony Atanasio, Javier Blanco, Laurent Chanez, Scott Corbett, Pierluca de Carlo, Sophie Caretta, Mathilde De L'ecotais, Leo Kocking, Robert Leacock and Andrew Walton.


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