2382

Work

MaxPrime Rebrand

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A refresh of a TV Channel across North and South America.


After winning a competitive pitch with a strong proposal, MaxPrime, a Tv channel part of the HBO Group, commissioned us to create a new brand identity and a bold on & off air package.

We focused on capturing the upgrading of the TV channel through its personality. Breaking with the conventional graphic images on TV, we push the limits of a film proposal giving life to a new character, a modern man who is recognized for his great attitude!

Anonymous host and alter-ego of an ordinary man.
We call him Mr. Prime

 
 
 
 
 
 
 
 
 
 

Identity as a Value


The challenge was to come up with a consistent identity between the On-Air and Off-Air world, designed not just to last, but to have the resources to evolve within the Channel’s values.

 
 
 
 

The Process


We shoot in more than 20 locations around Madrid with a great team of professionals and talents.
Here's just a sneak peek !

 
 
 
 

Behind The Scenes

 
 
 

Client


HBO Latin America

On Air & Marketing Sr. Manager:
Marie Claire Kushfe

 

Credits


Directed and Produced by:
2382

EP & Creative Director:
Montenegro & Lafont

Direction & Production Assistance:
Vanessa García
Creative Strategy & Scriptwriter:
Ana Laya
Montenegro & Lafont
Scriptwriter Assistance:
Damian Abreu
Art Director:
Montenegro & Lafont
OnAir Design Team:
Valentina Alvarado
Luis Palencia

On-Set Producer:
Lucía Lizardo Araujo

Cinematography:
Gonzaga Manso
Montenegro & Lafont
1st Assistant Camera & DIT:
Clara Martínez
Camera & Steadicam Op:
Montenegro & Lafont
Editing:
Montenegro & Lafont
Paco Ponce de León
Motion Graphics:
Montenegro & Lafont
Jason R.

Color Grading:
2382
Musical Direction:
2382
Music & Sound Design:
Pararrayos

Cast:
Jesús G.
Adara Molinero
María Irene (Mairen) Muñoz

Extras:
Florent Mercier Hernández
Set Peña Martín
Irene Almendros
María José
Casting Agent:
Adrián De La Peña

Styling:
Ana Reyes Menéndez
Beatríz Rodríguez
Hair & Make-up:
Marta Martínez Palmero
Alejandra Somolinos
Art Team:
Eileen Moreno
Antonella González
Jenny Moreno
On-Set Production Assistance:
Andreína García Reina
Carlos Brandt

Gaffer:
Francisco (Paco) Izaguirre
Grip & Electricians:
Mariano Cárdenas Crew
Camera "Making-of":
Paco Ponce De León
Fernando Capiberibe Saldanha
Editing "Making-of":
Paco Ponce De León

Fashion Brands & Showrooms:
Jesús del Pozo
The Gallery Room - Caramelo
GIC Comunicación - M de Missonni
Primark
Basicat
Wannadress
Mad by mod

Locations:
Comunidad de Madrid
The Buen Retiro Park
Tao Plus
Lamucca de Prado
Lighting Rental:
Mariano Cárdenas
Equipment Rental:
EPC
Éxodo Rental
2382
Catering:
Xanacuk Catering

 

What we did


– Creative Direction
– Art Direction
– Production
– Design
– Animation
– Photography
– Editing
– Color Grading
– Post-Production
– Music & Sound

 

Awards


2013
Laus Awards
Bronze -  TV & Film Identity