La Comunidad Launches MTV Effort.

In just two months of starting complete operations in Miami, La Comunidad already made the first project: a campaign of five 30″ TV commercials for a new program of MTV Latin America, completely created and produced by the new agency. The spots aired the first week of June in Argentina, Mexico, Chile, Peru and the rest of Latin American.

“At La Comunidad we are very professionals but at the same time we encourage people to experiment a bit, to try things they never tried before. The fear of making mistakes should not interfere in the process and should not be a reason for people to stop being creative,” said José Mollá, Creative Director and partner of the agency with his brother Joaquín, who is in charge of La Comunidad in Buenos Aires (opened last November).

“La Comunidad- says Joaquin Mollá- is a group of very different people with a sort of distinctive ideas. We have a flexible and democratic structure, and the people who are working on it have a very special place for this is the principal value that an ad agency has.”

“We want to enjoy the process more. We don’t look forward to be the number one in revenues or size, but we want to make interesting projects, ideas that we really like; this is our main goal,” explained José Mollá when he talked about the principal motivation to open La Comunidad in Miami.

The campaign for MTV Latin America was created by the Mollá brothers with the art direction of Guillermo Tragant, production of Hundred Street Films, and directed by José Mollá, Guillermo Tragant, and Terry Stavoe. The producer was Scott Durban and Larry Wright was the Director of Photography.

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