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Caja Rural de Aragón

The requirements

Caja Rural de Aragón is a cooperative credit institution based in Aragon and established in five autonomous communities.

The Marketing and Communication Department of this usual client asked us to carry out the first tv commercial of the year, to be broadcasted on the regional channel Aragon TV.

Our approach

Starting from the briefing provided by the client, and after arriving at a final text for the script, we propose the realization through licensed stock footage.

The selection of this type of shots is a task that has to be carried out with knowledge of the visual narrative that is being pursued, seeking as far as possible to maintain the "racord" with the rest of the shots, and with great care to ensure that the people who appear are assimilable in appearance to the target audience, so that the verisimilitude of the whole video does not suffer.

Another aspect to take into account, both in this and in any project using voice-overs, is to carry out a correct selection through professional casting.

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