The pick-up segment is one of the most important in the Argentinean market.

Functionality, high quality, and technology are key aspects that are considered by consumers.

And, unlike in other countries, it is used for hard-work and for leisure (micro-tourism, weekends outings and more).

To stand out in this category is quite challenging, but Renault has built a strong positioning, anchored on a self-made doer spirit.

So, for this campaign, we highlighted this unique positioning: “done for the doers”, bringing a closer tone, and a driver/human-centric message.

Doers are people who make the world move on, people who have the spirit to thrive, those who shape their success with their hands and move the world forward. Those for whom professional activity and personal life can be combined daily.

Creating a TV commercial that revolves around a sequence of hands in various situations demands a very good cinematography skill. The cinematographer must be in sync with the director's vision to create a visual language that encapsulates the very essence of "done for the doers."

The hands in the commercial are the real stars of the show, and the cinematographer must skillfully use camera angles, lighting, and framing to capture the raw emotions and energy behind each gesture. Every aspect of the cinematography must align with the campaign's message and brand values to effectively convey the story.

In the end, the cinematographer's work brings the "done for the doers" campaign to life, delivering a powerful message through the hands' language that resonates with the audience and working collaboratively with the director and creative team to create masterpiece that captures the audience's attention.

In addition to classic quantifiable impacts like the 3K views on YouTube in just the 7 first days, the cultural context in Argentina was also significant impact in the production of the first pick-up truck manufactured in the country. Argentinians are renowned for their passion and emotional energy, which they bring to every aspect of life. This unique cultural identity is reflected in the country's art, music, food, and of course, its people. The production of Alaskan in the country was a momentous occasion, and this was considered for developing this campaign. We knew that the truck would resonate with the country's people, who take great pride in their homegrown products and the passion that goes into creating them.