Ridley and Tony Scott’s Film and TV commercials shingle RSA Films has launched their bi-cultural Latin commercial division La Division, to be headed by commercial production vet Ed Rivero. Move is in response to rapid growth of Hispanic buying power in the U.S. and abroad.
La Division boasts a roster of Latino commercial directors who are at the top of their field in their respective countries. “We couldn’t deny the formation of La Division, which encompasses such a talented group of Latin directors,” said Jules Daly, RSA Films prexie. Current roster of nine Latino directors include Mexico’s Simon Bross, ranked by the Gunn Report as the second most awarded director in the world, and who has helmed campaigns for VW, McDonald’s, Coca Cola, and Continental Airlines. Bross is in post with his first feature film, black comedy “Malos Habitos” (Bad Habits); Karina Taira, who has worked with Christian Dior,, Guerlain and L’Oreal and is also a well known still photographer whose celebrity portraits include Natalie Portman, Bill Murray and Paz Vega; and Bross’ protégée Magaby Garcia who was honored by international photographers org FIAP for two years in a row. Roster also includes Doble Nelson, the breakout Argentine directing team that has done campaigns for Ford, Peugeot, Renault, Telefonica and Vodafone.
“With Hispanic buying power in the U.S. and abroad soaring to new levels, it’s only natural for a global company like RSA to bring their high standards to the table and focus its energies on what amounts to a promising (and incredibly dynamic) emerging market,” Rivero said. “Half of the directors in La Division’s roster have been working in Italy, Germany and other European countries, so why not the U.S.?,” he added. La Division is bidding for both Spanish-language and general market ads for its directors.