The new area will be led by Ariel Hidal, who will be responsible for managing IPs, defining projects and authors.
Moonheist, from partners William Kim, Willy Hajli, Ariel Hidal and Henrique Carvalhaes, announced the creation of a new area for action with an exclusive focus on the development and production of long format advertising films, projects that transit between two and five minutes in length. .
The area was created after the production company noted that long-format narratives are gaining strength in the global advertising industry as they allow for deeper and more lasting dialogues between brands and their audiences.
“Moonheist’s work has always been linked to the creation of projects that promote discussions around the pillars of culture, youth and behavior. In this sense, long-format films seem to open up more space for building more in-depth dialogues with the public”, said William Kim.
The proposal involves building a slate of projects and IPs that can be shared at an early stage, so that, in the sequence, they can be developed in line with the client’s brand strategy. “We understand that new production reasoning is possible when there is a creative alignment in the still early stages of the film’s construction”, added Kim.
The new area will be led by partner, producer and screenwriter Ariel Hidal, who will be responsible for managing IPs, defining projects and authors, in addition to writing scripts in collaboration with agencies. Production is still led by Henrique Carvalhaes, Executive Producer at Moonheist, who has been active in the market for a decade. Finally, Julia Ruiz, Head of Sales, completes the area and will be responsible for the commercial relationship with agencies and clients.
“The context of the wide offer of films/projects/entertainment, the multiplicity of streaming platforms and data-driven segmentation are also a stimulus for the creation of new formats. The term ‘product biopic’ was created to incorporate examples such as ‘AIR – The Story Behind the Logo’, ‘Tetris’ and ‘Flamin’ Hot’, films shown at the SXSW festival, which seem to be traces of a profound alteration in the relationship between brands and their audiences”, stated Hidal, who will leave production at Moonheist to act exclusively in the development of the new area of long format advertising films.
