Cannes Lions

Who’s the minority, cabrones

ARCHER TROY, Mexico City / AMAZON PRIME VIDEO / 2023

Film
Supporting Content
Supporting Content
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Overview

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Credits

Overview

Background

It was the launch of the most recent Amazon Prime Video original production, “La Cabeza de Joaquín Murrieta,” for Mexico and the Hispanic Market in the US. The story of a legend, a hero for the Mexicans and a villain for the “gringos”. The man that inspired the Legend of "El Zorro." We need to portray the character but, most of all, the strength and the endurance of a man against racism and discrimination. What better way than to tell his story with his own words.

Execution

We aimed to portray California during the fever of gold. Filmed at Durango, MX, we used the exact location that the show used with the same talent only for this hero content. We wanted to feel the heat, the dust and the incredible scenery of that time, but with a feeling of peace & justice against discrimination. We took care of every detail as it was scenes for the show instead of advertising. We used one of the most recognized cinematographers in the country, Adrián Patiño. His ability to take marvelous scenery with daylight is prominent as also he was in touch with the DoP of the series to understand what they wanted to portray on the show. Everything had to be simple, but beautiful. Vintage but modern. Vivid but nostalgic. And we made it possible.

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