2. The Pic
Ilan Goldenstein
Crea%ve
by
choice.
Dreamer
by
nature.
I’m
an
audiovisual
communicator
graduated
from
Monica
Herrera
and
IEBS.
Frustrated
writer,
short
stories
lover.
I’ve
sent
a
kid
to
the
moon
on
a
fridge
and
commiDed
the
perfect
crime
in
‘La
Vie
en
Noire’.
In Brief
3. The Years
12
years
experience
in
TV
in
Ecuador
(4
as
on-‐air
promo%on
pr-‐editor/
4
as
chief
on-‐air
promo%on
at
TCTV
/
4
as
Crea%ve
Director
at
Gamatv).
1
year
experience
as
Chief
Editor
in
Chaos
Films
(Tel-‐Aviv
/
Israel
-‐
2010)
Graduated
in
Crea%ve
Wri%ng
from
Brother
Escuela
de
Crea%vos
in
Ecuador
(Argen%nian
Franchise
-‐
2008)
Graduated
from
Digital
Marke%ng
Masters
in
IEBS
(via
online
-‐
Barcelona/España
-‐
2015)
Assisted
7
%mes
to
Promax/BDA
and
been
online
judge
for
Promax/BDA
Global
Awards
4
years
in
a
row.
In
2013
we
won
the
first
(and
s%ll
only)
Gold
Promax/BDA
LATAM
for
a
Telenovela
Promo.
Same
year
we
won
the
first
Bronze
Promax/BDA
in
Marke%ng
Merchandising.
Next
year
(2014)
along
with
Agencia
Laika
(our
partner)
we
won
the
first
Silver
Promax/BDA
in
digital
app
interac%on
category.
At
the
%me
I’m
34
and
living
with
my
wife
in
Quito
-‐
Ecuador.
.
I
always
wanted
to
be
an
astronaut
.
4. Applied
on
all
fields.
A
crea%ve
man
is
crea%ve
because
he
is
thinking
several
ideas
per
minute
according
to
the
context
that
he
has
been
determined.
The
importance
of
crea%vity
is
to
find
a
way
to
differ
and
impact
on
audiences.
Creativity
The Skills
In
the
big
scenario,
not
only
the
small
one.
Although
day
to
day
work
usually
consume
us,
it
is
very
important
to
keep
track
of
our
objec%ves
in
the
mid
and
long
term.
Sight
Indifferent
from
what
kind
of
communica%on
plaborm,
a
great
concept
can
always
adapt
to
anything.
Concept
!
6. Winners
For
a
while,
Gamatv
was
bullied
for
been
the
channel
with
the
“Mexican
novelas”.
We
decided
to
embrace
this
and
laugh
a
bit
about
ourselves
to
show
how
proud
we
were
to
be
the
house
of
“Mexican
novelas”,
and
with
this,
let
our
audience
know
it
is
an
honor
to
share
with
them.
Not
only
it
resulted
in
several
congratula%ons
from
our
audience
but
in
the
first
GOLD
PROMAX/BDA
for
the
sta%on
and
the
country.
hDps://youtu.be/GtP6BwRRMwQ
La Ranchera
The
Promo
7. Gamatv
was
part
of
the
group
of
sta%ons
to
show
the
World
Cup
Brasil
2014.
It
was
decided
that
all
channels
show
the
same
content
at
the
same
%me.
We
were
sure
that
another
channel
would
beat
us
in
ra%ng
by
the
fact
we
had
the
same
content.
So,
How
could
we
differ
from
them?
We
took
over
TwiDer
with
an
app
developed
along
with
Agencia
Laika
called
#AquiHaySeleccion.
The
Results:
We
were
trending
throughout
the
whole
month
and
won
a
SILVER
PROMAX/BDA
in
the
digital
interac%ve
app
category.
We
also
won
more
awards
on
other
fes%vals
such
as
W3Awards,
FePI
and
FIP.
#AquiHaySelección
The
Video:
hDps://youtu.be/t0CBwcZU93k
Winners
8. Gamatv
was
about
to
air
the
drama
“Pablo
Escobar:
El
Patrón
del
Mal”.
The
drama
had
a
bad
percep%on
since
it
was
about
the
drug
dealer
treated
like
a
popular
hero.
To
improve
the
investment
from
agencies
we
decided
to
go
visit
them
with
a
hand
sani%zer
with
the
face
of
Escobar
that
said:
“Clean
yourself
from
all
evil”.
Agencies
received
us
with
a
good
laugh
and
let
their
defensive
aqtude
down.
The
Result:
A
good
acceptance
of
the
show
that
helped
open
up
investment
and
a
BRONZE
PROMAX/
BDA
in
Marke%ng
Merchandising
Category.
Clean From Evil
Winners
9. To
make
a
clear
difference
between
an
AWESOME
MOVIE
and
JUST
a
Movie,
we
decided
to
create
a
campaign
that
showed
common
conversa%on
situa%ons
in
which
some
amazing
stories
developed.
The
idea
was
to
support
that
Gamatv
for
the
first
%me
had
an
awesome
movie
package
to
air
and
cap%vate
our
audiences
with
them.
hDps://youtu.be/F7yeqjX0Ud4
hDps://youtu.be/c8RsaIgxKPw
hDps://youtu.be/TZxsZXWDxZw
Movie Scenes
The
Promos:
Portfolio
10. Gamatv
was
assigned
it’s
digital
frequency
(only
for
Quito).
We
were
no
longer
only
channel
2,
but
2.1
as
well
for
those
who
had
a
LED
TV.
Instead
of
making
things
too
complicated,
we
decided
to
simplify
by
showing
common
house
places
with
a
LED
TV,
our
shows
airing
and
basic
informa%on
to
get
the
signal.
The
Result:
The
rest
of
the
country
started
asking
where
could
they
watch
our
digital
frequency
in
other
ci%es.
hDps://youtu.be/zeZN1XFvYV4
hDps://youtu.be/vA-‐nnRaHd7s
hDps://youtu.be/75ACUvwVQlE
Gamatv Digital
The
Promos:
Portfolio
11. #1
we
had
to
make
it
clear
that
Fabrizio
“Zambo
Loco”
Ferreq
was
on
Gamatv
(he’s
known
for
being
host
in
another
sta%on)
#2
we
had
to
make
it
clear
that
every
anchor
in
Gamatv
was
completely
happy
to
have
someone
nuts
like
him.
We
created
a
looped
s%cky
chorus
song
without
saying
anything
else.
Then
we
gave
all
the
anchors
the
“zambo
loco”
look,
and
made
them
act
nuDy
in
the
video.
Results:
audience
loved
the
song,
understood
the
message,
asked
for
more.
hDps://youtu.be/xcasIczbhA0
hDps://youtu.be/-‐RY4jWA7pc4
#yosoyZamboLoco
Las
Promos:
Portfolio
12. Copa
America
Chile
2015
was
on
the
calendar.
Ecuador
had
lost
last
year
in
2014
Brasil’s
World
Cup.
We
had
to
work
on
an
emo%onal
spot
aligned
to
the
2015
Gamatv
campaign
“Bienvenidos
Todos”.
#1
We
worked
an
original
score.
We
went
for
the
heroic
/
epic
tune
along
with
the
chorus
“bienvenidos
todos”
to
give
a
warm
welcome
to
every
ecuadorian
ready
to
cheer
out
for
our
country’s
team.
The
result
was
a
very
warm
and
passionate
spot
to
give
a
great
cheer
up
start
for
the
“Copa
America
Chile
2015”.
hDps://youtu.be/ovTvszZ73zs
Bienvenidos a la Copa América
La
Promo:
Portfolio
13. During
my
%me
in
Chaos
Films
(Tel-‐Aviv),
my
mission
was
to
create
trailers
for
in-‐development
projects
in
the
company
so
they
could
find
investors.
This
trailer
belongs
to
“Notes
of
Exile”
project.
Along
with
Maurice’s
tes%monial,
who
lived
in
the
context
of
the
documentary,
we
searched
to
develop
the
story.
At
the
%me
we
had
only
Maurice’s
tes%monial.
The
rest
of
the
footage
for
the
trailer
was
archive
material.
The
idea
was
that
the
trailer
showed
the
tone
and
mood
of
how
the
documentary
should
turn
out
to
be.
hDps://youtu.be/pJbQ7qDsEQ4
Notes of Exile (Chaos Films)
The
Trailer:
Portfolio
14. In
2012
I
had
the
challenge
to
develop
the
Marke%ng
Department
and
on
2013
the
Digital
Department
for
Gamatv.
I
focused
on
building
up
a
team
of
brilliant
professionals.
The
results
of
becoming
a
more
warmth
and
welcoming
channel
to
our
audiences
was
evident
auer
we
jumped
from
being
the
number
five
sta%on
in
the
country
to
number
three.
2013
was
undoubtedly
a
year
full
of
victories
for
Gamatv
in
which
we
made
our
brand’s
weakness
turn
to
strengths.
Below,
some
of
the
fields
applied
in
building
up
both
departments
for
the
sta%on.
Marketing
Social
TV
Web
Content
Marke%ng
Social
MediaTV
&
Video
Produc%on
BTL
for
Agencies
360
Strategy
"
15. Throughout
the
experience
of
building
up
the
digital
department,
we
achieved
on
making
Gamatv
appear
on
the
new
plaborm
map.
The
web
re-‐design
and
objec%ves
focused
in
content
were
key
to
achieve
in
a
year
the
one
million
page
views
goal
(In
the
present,
www.gamatv.com.ec
achieves
two
million
page
views
per
month).
Also,
we
grew
10
%mes
in
Facebook
and
TwiDer,
not
only
in
followers
but
in
engage
as
well.
Everything
we
did,
was
organic
(there
obviously
was
no
money
for
ads).
Our
community
was
having
fun
with
us
and
this
represented
a
new
step
for
the
channel.
A
big
welcome
to
the
21st
century.
Digital
16. StoryTelling
El
mundo
aún
no
estaba
listo,
pero
ella
sí.
Ya
era
tarde
para
arrepen%rse.
Su
clásico
Número
Cinco
dejaba
una
estela
de
seducción
que
parecía
darle
más
luz
a
aquella
luna
cosida
a
ese
interminable
paño
negro.
Los
tacos
de
sus
zapatos
eran
la
música
que
ponía
ritmo
a
sus
pasos.
Todo
parecía
conjugarse
en
armonía.
En
su
cartera
%po
sobre,
regalo
de
aquel
amante
del
que
nadie
volvió
a
escuchar,
su
objeto
más
preciado.
La
Smith
&
Wesson
de
apenas
15cm
cabía
perfecto,
pesaba
muy
poco
y
se
acoplaba
con
gran
su%leza
a
su
pequeña
mano.
Irónicamente,
el
arma
parecía
el
complemento
perfecto
de
su
vestuario.
La
delgada
empuñadura
se
perdía
dentro
del
guante
de
seda
negro
que
la
sostenía.
La Vie en Noire
hDp://%nyurl.com/pgdaub8
Arzculo
Completo
(publicado
en
revista
I’mSky
Magazine
2015):
Only
in
Spanish
17. StoryTelling
Es%mados
lectores,
apaguen
sus
“beepers”
y
“gameboys”.
Dejen
de
pensar
en
el
nintendo
que
quedo
en
casa.
Preparen
los
hits
the
Vanilla
Ice,
Spice
Girls
y
Backstreet
Boys.
Porque
estamos
a
punto
de
entrar
a
LA
década:
teléfonos
gigantes
para
largas
distancias,
conexiones
a
este
“algo”
llamado
internet.
La
camisa
de
franela
está
de
moda
gracias
a
Kurt
Cobain.
Dolly
no
nace,
se
crea.
La
mitad
del
mundo
llora
por
Lady
Di,
mientras
la
otra
mitad
admira
a
David
Hasselhoff
como
“Guardián
de
la
Bahía”.
El
paso
de
baile
más
famoso
de
todos
los
%empos
es
en
honor
a
una
tal
“Macarena”
y
la
pareja
preferida
del
planeta
lleva
el
nombre
de
“Ross
y
Rachel”.
Bienvenidos
a:
“El
Deleite
de
Viajar
o:
Como
los
90’s
me
enseñó
a
disfrutar
de
un
vuelo”.
El Deleite de Viajar
hDp://%nyurl.com/phcnzqo
Arzculo
Completo
(publicado
en
revista
I’mSky
Magazine
2015):
Only
in
Spanish
