In the Brazilian state of Rio Grande do Sul the capital, Porto Alegre, is just an hour and a half flight away from Buenos Aires. The city’s inhabitants are known as gaúchos, the typical dish is churrasco, and Yerba mate, a typical regional tea, is the beverage of choice. In Galpao Crioulo, at a churrascaria (Brazilian steakhouse), the people dance chamamé, and perform shows with boleadoras (balls tied to the end of rope, typically used to hunt) whilst being accompanied by a band consisting of an accordion, guitar, and percussion instruments. Guests are entertained in an environment that is almost anarchistic.

30” spots used to be all that mattered. Creative directors sitting in their big offices came up with an idea for whichever brand had the most money in order to shout louder at their audiences. Today advertising is about collaboration, engaging with consumers and being able to tailor solutions for clients in crazy turnaround times.

During our NY production trip we spent two days with Crew Cuts, a full-service production and post-house located in midtown Manhattan, that works with some of the biggest agencies and brands in the advertising business. We sat with producers, editors and directors, and learnt about the process of conceiving ideas and making them come to life…