— PROJECT NAME

Claro Festival

— ROLE

Creative writing

— DATE

June, 2015

The Claro Festival had a serious problem before it reached the agency: No one saw it as a competition; everyone knew it as 'Gianmarco's concert.' In 2015, not only were they going to hold the festival without him, but now they wanted a lot of people to sign up for what was going to be a reality show featuring three finalists competing, as always, for the chance to record an album with Sony Music.

I don't have proof of all the pages I had to fill with text for the new registration website, nor of the hundreds of auditions submitted that crashed our servers (and thrilled the client); but I do have a record of the concept: "Vive de lo que te apasiona" ("Live from what you're passionate about"—sounds better in Spanish, though). The Claro Festival content pieces didn't mention the closing concert at any point; it was more like a meme about how people who love to sing sometimes get lost in the zone while working on something else.

These scripts thrived on their details, like the jingle for La Ranita Juan (Juan the Frog)—which I had to write with a bit of embarrassment—or the reactions inspired in "The Office" for the second ad. I remember it fondly, not only for the effectiveness of the campaign, but also because these were my first TV commercials.