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Modelo Especial
1. M o d e l o E s p e c i a l
Interpretation OlivierVenturini
2. You are always going to give your best to do the things
you really want to do. In these spots Model Especial
celebrates the dedication of a handful of human being in
the pursuit of their goals. Whether they are ordinary
people like you and me, or amongst Mexican most
famous personalities, they all strive to achieve what they
endeavor. And Modelo Especial stays by their side in the
good but also the bad times. These are stories of
perseverance.
My approach is cinematic, story-telling, using all the tools
film-craft puts at my disposal to trigger emotion, share
the same passions, disappointments and extraordinary
moments our characters go through. We instantly
connect with them; we understand what they are made
of.
As intense as these stories can be, I always treat them
with a healthy level of irony, confronting our characters
with realistic but awkward situations sometimes so bad
we can’t help but laughing. In the end, the tougher it is
for them, the funnier it is. That is how the world goes
around!
Introduction
3. With performers capable of conveying emotions without exaggeration (I’ll
come back to that), a shooting style with no “advertising gimmicks” or
boundaries, ranging from elegant tracks to the roughest handheld cameras
when appropriate, with a soulful and realistic lighting style and finally an
edgy sound-design, it is a complete package for a movie-like experience
that will make these commercials stick in your mind.
At a later stage I would love to discuss these ideas with you, adjust these
initial ideas to the brand DNA and hopefully push them as far as we can.
5. Our protagonist is about 25 years-old, cool, likeable, not too pretty. He
wants to leave his parent’s home and become financially self-sufficient.
No matter what.
Juan
6. Hero Juan finishes to pack his LP’s.
He holds an old toy of his with a
smile and throws it in the box. He
has scruffy hair and a creative type.
“To be independent
you need a lot of
dedication…”
7. “You need to say goodbye to
“mummy and daddy”…
Headphones on, carrying
a box he passes before
his parents arguing.
8. The old car drives with difficulty on the road, too heavy for the
amount of luggage it carries. It drives so slowly the big trucks
pass it.
9. “In order to have your own space
where you can be yourself,”
His flatmate shows Juan his tiny room.
10. O r i n t h e
morning he opens
the fridge and sees
only an opened tin
of tuna or some
Roquefort.
J u a n i n t h e
morning drinks
m i l k a t t h e
b o t t l e . H i s
flatmate grabs it
from him and
shows him his
labelled corner of
t h e f r i d g e …
where there is
nothing. There
a r e a b o u t 5
d i f f e r e n t
nametags in the
fridge.
“have a mess, drink milk directly from the bottle…”
11. Juan comes out of his room half asleep in his dressing gown and has to cut through the
dozens of squeezed up people partying in his living-room, the music full-on.There are bottles
of Modelo everywhere, people are having fun and the party is at its height. He painfully
reaches the table, and puts his bowl of cereals instead.A friend pats him on the shoulder.
“And make a party any day of the week…”
12. The real estate agent in his
pristine suit leads him in seedy
corridors and staircases barely
lit with naked light bulbs. He
passes suspicious silhouettes
with nasty dogs.
Doors open on different flats,
quickly, one, two, three… all
awful. In one a woman blow-
dries her hair and they look
dumbfounded at one another.
In another a couple in bed
wakes up, the dog barks…
“To look for that special place
during your lunch hours and
during the weekends”…
13. Cut: back to reality Juan turns around
and looks at the real estate agent
speechless.
Juan walks toward a door situated at the
end of a corridor. The closer it gets, the
further the door moves away. Juan starts
to run… A dreamlike powerful light dims
up behind the door as it opens, like the
entrance of heaven.
“The place where you will finally
be free, but… Free of what?”
14. Another angle reveals Juan dimly lit,
asleep on the clothes whilst the sound
of the washing machines lull him.
A camera progresses slowly in a
deserted laundromat beautifully lit
with fluorescents at night. It
approaches a pile of clothes.
“If now, you have to do your laundry…”
15. He pushes his empty
caddy at the
supermarket, checks
suspiciously the prices.
He puts only one cherry
in a plastic bag on the
scale whilst a security guy
looks at him suspiciously.
“Wash the dishes, go to the supermarket…”
16. Juan
no light
sat at the kitchen table with a pile of bills in front of him does his
accounts, a camping lamp attached to his head.
“Pay the rent, the electricity and all those things you
thought were for free…”
17. Juan sits in his flat but there is nothing but a car seat on the bare ground, a
cardboard box with a bottle of Modelo Especial. He sits wrapped in a blanket
and smiles at the silhouettes he makes with his hands on the wall. His right
hand, posing as a character chases his left one in a funny chase.
“To start from scratch, with only the basic…
Without cable TV and eating on plastic tables
and boxes…”
18. He takes a food container,
smells it.
He drops the block of unappetizing frozen food in a
plate right on the floor in front of a puppy… that doesn’t
want it.
“Changing your mother’s food for frozen food…”
19. Juan drills the wall, a
kitchen cabinet at
h i s f e e t . H e
h a m m e r s a n d
suddenly the wall
collapses in a cloud
of smoke.
“And thinking you can be plumber,
electrician or carpenter, but at the
end you pay for someone else to do
it.You wanted to be free, didn’t you?”
On the other side of
the dusty wall he finds
himself face to face
with his neighbor.The
man stops eating and
looks at him
speechless.
20. “You feel lonely……”
He stands at a
window overlooking
a wall that he could
almost touch with
his arm stretched.
He tries hard to
open it but it is
stuck.
He runs in the streets at night.Then stops,
breathless and looks around him. He sees this guy
coming home.
Or
21. He lies in his bed and listens to the argument next door. the headlights of
a car passing through the tree create intriguing silhouette on his ceiling.
He digs in a box and finds the toy he packed at the beginning.
“You get scared…”
Juan
22. “You think you’re not going to make it,
but you try to stay calm to not asking for
your mother’s help because you’re an
adult now…”
He sits at the table anxious; he stares at the mobile
phone before him. Picks it up… then put it down again.
Or he sits on the toilet seat, his face buried in his hands.
In close-up: he turns on the fluorescent
above the sink and looks at his own
reflection, pensive.
23. In underwear and socks, Juan slides on
the floor into frame and pretends to
sing on the music. His dog for only
spectator.
A bottle of Modelo Especial stands
right in front of him.
he sits on his couch only lit by the
television and he hides his face, only
glimpsing through his fingers.We hear the
sound of a suspenseful movie. His dog,
unimpressed, yawns.
A neighbour claps in his hand from
the window opposite.
Or ...
24. “And all that, just to
have a tiny 240-
Square-Foot kingdom,
where you are the
king”.
25. Pack shot
“With the same dedication you have to do everything, we produce our best beer.
Modelo Especial, made with special dedication”
28. Introduction
This is the story of one of Mexico’s most notorious
personality, Guillermo Gonzáles Camarena who
invented colour television back in the 40’s. Given the
Mexican restrictions on alcoholic beverages, we have to
skip anything on his youth and start at 23 years old…
unfortunately! Because Guillermo was quite a
precocious kid, having started university at the age of 13
and this would have given us plenty of nice
opportunities. No chance?
The whole story is shot as a period film with genuine
film sets from the time, accessories, hairstyles and
clothes all from the forties.
29. In muted colours:The camera slowly tracks in towards an old TV set thrown on a
pile of rubbish in a recycling dump. Suddenly an image appears on the screen with
a flash.
“To invent colour TV a lot of dedication was needed…”
30. Fade to black. Point of view camera going for a walk in flea market.The camera position, quite
low, is such it could not be this of an adult. A few dodgy people in the market stare down at us
with a defiant look.
Closer on a collection of electronic parts lying on the bare ground.The seller hands them over in
a box and trades them with a large Meccano toy box.
“First of all, you always preferred to buy
bulbs, cables, batteries instead of candies…”
31. We follow the sexy rolling shoulders of a woman in a party. She dodges in and out of people
having a good time; bottles of Modelo Especial are scattered here and there. She opens the door of
Guillermo’s bedroom and onto a different dimension.
Guillermo at 25 is alone working on a complex and invasive electronic device, surrounded by
enigmatic equipment making noise. His tiny bedroom is crammed from floor to ceiling with
scientific devices. He looks up, wearing a pair of magnifying goggles.
“Second, that you were interested in assembling and disassembling things, repairing electronic
devices without instruction manuals or the help of technicians that always complicate
everything… “
32. A middle-aged elegant couple is standing in their high-class living-room
looking at… the young Guillermo working on their television set.
“But is not that simple, because your inventions had to actually work…”
He has totally taken it apart, its
components scattered all over the
floor. He smiles but they are
unimpressed.
33. From the stage he operates the heavy camera in front of a crowd of dubitative
journalists (it is all shot in black and white). He points it at a woman wearing a
colourful outfit and she appears in colour on the nearbyTV set.The flashes go off.
Guillermo presents his new (big!) camera to the public. We get a glimpse of the metal
badge on it:“Laboratorios Gon Cam”.
“It also required not to conform yourself with black and white, because life is colourful…”
And the woman smiles, almost flirting.
Guillermo:
34. Close-up on Paco talking on the screen. The
picture is heavily pixelated, it is quite hypnotic
so it is close… and we never see his suit.
An old TV screen in profile and macro; Paco
Malgesto’s voice crackles through the loudspeaker.The
camera tracks slowly to the front and reveals more of
the screen but it is heavily pixelated.We can make up
some shapes but can’t really see what is going on.
“…and everybody wanted to know,
which colour was Paco Malgesto’s suit?”
35. Double
exposure
on
Guillermo’s
face
delighted.
The three chromatic wheels start apart from one
another and regroup in the centre… and
suddenly start to spin faster and faster. A glow
radiates from behind it, stronger and stronger. And
then the colourful disc explodes in a amazing
firework.
“To study the primary, secondary
and complementary colours to
realize that you only needed red,
green and blue to create the
trichromatic field-sequential system,
even if nobody knew what was it…”
36. The camera slowly tracks in
on a old TV set in colour. On
the coffee table, a bottle of
Modelo Especial.
“Today, after 50 years of its first
transmission, color TV is considered as
one of the greatest inventions of
history…”
The image on the TV being
locked on our screen, all our
surroundings change as we
push in. The same show is
broadcasted seamlessly on
lots of different TVs in various
situations: inside a posh
house, in a cheap tacos bar, in
a television shop, around a
swimming pool, in an office…
and so on.
37. Pack shot
“With the same dedication you have to do everything, we produce our best beer.
Modelo Especial, made with special dedication”
38. FINALTHOUGHTS
We want real people. Effortless acting in a “less is more” fashion.We believe in
them from the start and we have empathy with their endeavours. We feel for
them. Let’s think feature film rather than advertising in our casting decisions.
Ideally I’d love to find actors and stay away from models. In any case, I will be
there for “call-back” and it needs to take place before we do our PPM so I can
recommend the people I believe are the best.
Casting
39. FINALTHOUGHTS
I understand we will use your original music but I would love to enhance with a
film-like sound-design. And perhaps re-orchestrate it if we can afford it. Sound
gives our scene an edge and an additional layer of realism.
Editing and sound design
Conclusion
I am very excited by this project; I truly believe this could be something w all
end-up being quite proud of. These are preliminary ideas that require further
discussion with lots of room for improvement. I would love to get your
feedback and hone my proposal.
