True Pictures produces Tarjeta Naranja for LatAM.

True Pictures produces innovative campaign for a major Latin American credit card. The Florida based production company recently wrapped 4 12 minute-long short films for TARJETA NARANJA. The shorts will be distributed on the internet, in an advertising effort that resembles the likes of BMW and Dove in recent years. The major idea behind the campaign is to communicate the brand’s values through four fictional stories, and indirectly position the credit card in the hearts and minds of their present and potential customers. All four short-films were entirely produced by True Pictures and directed by 4 different directors from company’s roster.

The films will be shown online at http://www.historiasnaranja.com.ar> . This innovative strategy, carefully planned between True Pictures and the Argentinean agency Rombo Velox, has never been done before in the Latin America market. The films will be heavily promoted on various traditional mediums such as print, radio and television. The promotion will take the form of feature-film trailers, advertising the short films posted on the credit card’s official site.

Based on original stories by Rombo Velox’s creative director Toni Curtino, the films were shot one after the other and involved 20 locations and over 100 actors. The lead roles of the films were played by 8 Latin American film and television super-stars.

“Corazon”, which means heart in Spanish, is the first one of the series and has already been posted at http://www.historiasnaranja.com.ar (alternatively, to view a sub-titled version of the film, you can visit: http://www.vimeo.com/1276240> This first piece was directed by Lucas Peon and it tells the odd story of a man no heart who has given up on trying to feel anything. The lead roles of the film were played by Pablo Echarri and Carolina Peleritti, two of the most popular film actors that Argentina has produced in recent years. Post production and special effects were also entirely done in – house at True Pictures’ production facilities.

The other 3 spots are coming soon and will be released one at the time from July to October. In the meantime, we hope you enjoy “Corazon” .