Advertising represents 70% of the operation, but entertainment gains strength with the arrival of Sergio S Leito to the structure
This Tuesday (18th), at Love Cabatert, in the same space where the iconic Love Story nightclub operated for more than 30 years, in So Paulo, the official launch of the revamped production company Cine, by partners Raul Dria, Clvis Mello and Cris Vida, takes place. A connection to the advertising and entertainment market materializes the desire to partner with the company, which in February 2024 will complete 30 years of activities with more than three thousand commercials produced. In 2023, he brought Leo de Ouro and Bronze from Cannes with a case for Eletromidia created by AlmapBBDO and directed by Walk In.
According to Doria, the rebranding proposes an expansion of the Cine concept. From now on, with 10 squads that have the authorial look of each director in the management. They are: Cine Mello, under the command of Clovis Mello, co-founder in 1994; Cine Vida, under the direction of Cris Vida, a professional who has already made more than 100 films for brands such as Sul América, McDonalds, Seara, Swift, Cacau Show, Natura and Guaran Antarctica; Cine Walk In, led by the duo Walk In Brothers formed by directors Filippo and Stefano Capuzzi.
In addition to these, Doria talks about Cine Vokos, led by the film director, graphic director and illustrator who has already directed works for Facebook, GM, Converse, Honda, Skol and Nestl, in addition to the exhibition Dirty land, in Oslo, Norway. Felipe Blankenheim is the manager of Cine Blank and brings his international experience, as emphasized by Doria, and with audiovisuals for Jeep, Apple and O Boticrio.
The production company’s institute is now identified as Cine. The plan is to articulate cultural projects such as Clayton days pictures, Vik Muniz’s first exhibition. Cine will be the entertainment platform, under the leadership of former Minister of Culture Sergio S Leito.
This brand will work at the forefront of long-term projects, be they feature films, series, documentaries or branded content. A combination of the production company with major players in the industry to invest in new stories and make them viable, raising the bar for national production, stresses Doria, who is also excited about the Cine Lab, the group’s talent laboratory.
Initially, formed by Rodrigo Minguez, director, designer, executive producer, editor and animator, and Mooc Studio, a collective made up of the talents of Cat Tenrio, Louis Rodrigues and Vinni Tex – a creation and culture agency, which, through genuine looks, translates languages to generate impact. In advertising, in video clips, in digital, in cinema: the Cine Lab where ideas are born, grow and conquer the world. Mooc has already created for Nike, Skol and Puma and it is very important for all of us in the inclusion agenda, emphasizes Doria.
Read the full story in the July 17, 2023 issue