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.
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
HBO Latin America
On Air & Marketing Sr. Manager: Marie Claire Kushfe
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