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The Made Shop Alma DDB Serial Cut Raymond Bonilla Exhibit
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Right: “Imagine a product that sustains the environment while also helping you fight the toughest of stains. Hence the tagline for this print ad and poster: Alma supplied the captions and served as the ad agency on all projects shown. ‘Only stains should disappear.’ This is a call to action to help consumers understand the benefits of using biodegradable cleaning products.” David Alvarez Right: “Imagine product that sustains the environment while also helping youdirector; fight theLuis toughest stains. Hence the tagline for this ad photographer; and poster Rizo/Juan Camiloa Valdivieso, creative directors; Alvar Suñol, executive creative Miguelof Messianu, chief creative officer; Ale print Burset, series: ‘Only stains should disappear.’ This is a call to action to help consumers understand the benefits of using biodegradable cleaning products.” David Mimi Cossio, producer; The Clorox Company, client. Alvarez Rizo/Juan Camilo Valdivieso, creative directors; Álvar Suñol, executive creative director; Luis Miguel Messianu, chief creative officer; Ale Burset, photographer; Mimi Cossio, Photography Annual 2016 producer; The Clorox Company, client.
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Alma supplied the captions and served as the ad agency on all projects shown.
Messianu for more than director 20 years.ofHe recalls thatand Luis Miguel Boris Nurko, associate advertising communiwas the only agency director to call him when he sent cation production at the Clorox Company, has admiredhis promo reelfor after graduating from Columbia film Messianu more than 20 years. He recallsUniversity’s that Luis Miguel school 20 years ago. A few years later, they ran into each was the only agency director to call him when he sent his other. wasafter an assistant director a shoot University’s for McDonald’s promo“Ireel graduating from on Columbia film that Alma was shooting in Mexico City. I saw him, reintroschool 20 years ago. A few years later, they ran into each duced and thankeddirector him foron hisa kindness me three other. myself, “I was an assistant shoot for to McDonald’s years earlier. He remembered me. For a young immigrant that Alma was shooting in Mexico City. I saw him, reintrofilmmaker tryingand to make his him way for in this business, to thisme meant duced myself, thanked his kindness three ayears lot toearlier. me,” heHe said. Nurko, born in Mexico to Jewish parents remembered me. For a young immigrant from Turkeytrying and Lithuania, seek out people filmmaker to make hissaid, way“We in this business, this who meant think and speak as we do, and I’m not just talking about a lot to me,” he said. Nurko, born in Mexico to Jewish parents language. I am talking aboutsaid, culture. cannot teach who it. from Turkey and Lithuania, “WeYou seek out people You must live it. And Luis Miguel has.” think and speak like we do, and I’m not just talking about language. I am aboutatculture. You cannot teach it. Paul Bouche, CEOtalking and partner Astracanada Productions, Inc., You must live it. Andcombination Luis Miguel of has.” believes Messianu’s humanity and business savvy makes him unique. “There are select human beingsInc., Paul Bouche, CEO and partner at Astracanada Productions, who can truly connect with their consciousness, the greatest believes Messianu’s combination of humanity and business source of their inspiration. You need an open mind the savvy makes him unique. “There are select human and beings courage to throw conven tion out the window. Luis Miguel who can truly connect with their consciousness, the greatest blends his humanity with the skills and aptitudes needed to be a successful business owner and communicator. By
rahi and Álvar Suñol, agency copresidents. gency’s chief operating officer. ñol, agency copresidents.
reak at seventeen, when a friend erating officer. ething he had written and suggested he en, whenana entry-level friend ency for job. The teen was itten and suggested he occer and acting, but got the job and -level job. The teen was hat aired within a week. “My father was , but got the job and
me“My an father internship hisnamed dentist uis was Miguel with Messianu his ad agency Alma, after colleagues, Isaac Mizrahi and Álvar Suñol, agency copresidents. aured week. uis Miguela Messianu named his ad word agency colleagues, Isaac MizrahiMizrahi and Álvar agency copresidents. the Spanish forAlma, “soul.” Advertising is a business is Suñol, also the agency’s chief operating officer. ursue more career. For me,after rnship with hisforstable dentist the Spanish word “soul.” Advertising is a business Mizrahi also the agency’s chief operating officer. associated with selling, not soul-searching, butisMessianu Luis Miguel got his break at seventeen, when a friend challenging and gratifying. Eventually, able career. For me, associated with selling, not soul-searching, but Messianu has a different idea about successful brands. company’s LuisThe Miguel got his break at seventeen, when a friend happened upon something he had written and suggested he different idea Eventually, about successful brands.contends, The company’s dgratifying. that happiness wasmantra about fulfillment, well-known “Brands, like people, upon have something happened he had written and suggested he contact a local ad agency for an entry-level job. The teen was -known mantra contends, have connect soul.” He“Brands, believeslike thatpeople, good brands on human contact a local ad agencymore for an entry-level Theand teenacting, was but got the job and s was about fulfillment, interested injob. soccer .” He believes thatterms. good brands connect onthat human An agency forges intangible element, bondingin soccer more interested andaacting, but got job within and a week. “My father was wrote radio spot thatthe aired s.origins An agency forges that and intangible element, people products. But if bonding the soul of thewrote branda radio is rotten, and immigrant experience spot thatappalled. aired within a week. “My me father He had secured an was internship with his dentist le and products. But if the soul theit.brand is rotten, put advertising willofout As Bill it, “A great ad secured appalled. He had an internship with his dentist igrant experience andmewanted me to pursue a more stable career. For me, He knew from the beginning that Bernbach he rtising will out it. As Bill Bernbach put it, “A great ad campaign It will get and wanted me to pursue a more stable career. For me, and gratifying. Eventually, advertising was fun, challenging he beginning that he will make a bad product fail faster. paign will make a bad product fail faster. It will get gency that spoke to Hispanic Americans, more people knowing it’s bad.” Bad brands go to hell.was Good advertising fun, challenging gratifying.that Eventually, my fatherand understood happiness was about fulfillment, to Hispanic knowingAmericans, it’s bad.” brands to hell. Good brands goBad home withgo you. my father understood that npeople him loyal friends and professional not happiness money.” was about fulfillment, dsdsgoand home with you. professional not money.” Peers, competitors and clients regard Alma as one of the top hecompetitors openedand Del Rivero Messianu DDB, Messianu’s Hispanic origins and immigrant experience s,ivero clients Alma as in onethe of United the top States. Messianu DDB,regardagencies multicultural Its campaigns Messianu’s Hispanic origins and immigrant informed his career. experience He knew from the beginning that he 7icultural as Alma. agenciesfor in the United States. Itsare campaigns Hispanic consumers now crossing over to the his general informed career. Hewanted knew from the beginning to build an agency that that he spoke to Hispanic Americans, ispanic consumers are nowThe crossing to the general Cloroxover Company recently awarded Alma the an agency that spoke to Hispanic Americans, wanted to build a choice that has won him loyal friends and professional te director ofmarket. advertising and communiet. The Clorox Company recently awarded Alma the vertising and communitask of leading two total-market campaigns. a choice that has won him loyal friends and he professional distinction. In 1994, opened Del Rivero Messianu DDB, of leading twoadmired total-market campaigns. the Clorox Company, has admired pany, has distinction. In 1994, opened Del itRivero Messianu DDB, Patty Morris, director of brand content and development at he rebranding in 2007 as Alma. y Morris, director of brand content and development at rebranding it in 2007 as Alma. an 20 years. He recalls that Luis Miguel recalls that Luis Miguel State Farm Insurance, suggests why: “Alma can take a complex Boris Nurko, associate director of advertising and communiFarm Insurance, suggests why: “Alma can take a complex topic like and make it relatable to an audience Boris Nurko, associate director of advertising andClorox communihim when to heand sent hisinsurance director call him when to he his cation production at the Company, has admired like insurance make relatable ansent audience cation expanded production at the Clorox Company, has admired who mayit not understand its nuances. As we’ve Messianu for more than 20 years. He recalls that Luis Miguel lumbia film may not University’s understand its nuances. As we’ve expanded duating fromour Columbia Messianu for Alma more than 20 years. He recalls that Luis Miguel presence inUniversity’s social media forfilm the Hispanic market, was the only agency director to call him when he sent his resence in social media for the Hispanic market, Alma r, they ran into each the only call him when he sent his A few years later, ran into each created athey loveable and relatable campaignwas character in agency director to promo reel after graduating from Columbia University’s film ted a loveable relatable campaign character in a shoot forand McDonald’s promo after graduating from Columbia University’s film Abuela Rosa [Grandmother Rose]. Recognizing thereel human on a shoot for McDonald’s school 20 years ago. A few years later, they ran into each latant Rosadirector [Grandmother Rose]. Recognizing the human school 20 years years later, they ran into each that grandmothers are respected, trusted and lovedago. A few ity. saw him,truth reintroother. “I was an assistant director on a shoot for McDonald’s thatI grandmothers are respected, trusted and loved ting in Mexico City. I saw him, reintroother. “I was an assistant director on a shoot for McDonald’s universally, more so in Hispanic culture, this charismatic is kindness threebut that Alma was shooting in Mexico City. I saw him, reintroersally, but moreto some in Hispanic culture, this charismatic that campaign Alma was has shooting in Mexico City. I saw him, reintroandhis kindkindness character offers helpful advice. That anked himoffers for tocampaign me three duced myself, and thanked him for his kindness to me three kind helpful advice. That has r a character young immigrant duced myself, and thanked him for his kindness to me three helped us build trust and emotional connection within the years earlier. He remembered me. For a young immigrant me. amarket.” young immigrant edembered build trust andFor emotional connection within the years earlier. He remembered me. For a young immigrant hisusbusiness, this meant Hispanic trying to make his way in this business, this meant anic akemarket.” his way in this business, this meant filmmaker trying to makefilmmaker his way in this business, this meant exico to Jewish parents a lotborn to me,” he said. Nurko, born in Mexico to Jewish parents “You Cannot Teach You Musta lot Live It.”he said. Nurko, to me,” in Mexico to Jewish parents Nurko, born in Mexico Jewish parents Cannot Teach It. You to Must LiveIt. It.” seek out people who fromsaid, Turkey Lithuania, said, “We seek out people who Luis Miguel, as he is known, is the agency’sfrom guiding force and Turkey and Lithuania, “Weand seek out people who Miguel, as he is known, is the agency’s guiding force and andI’m speak do, and I’m not just talking about uania, said, “We seek out who not just talking about conscience. Born in people Mexico City towho Romanian immigrants who think and speak like wethink do, and not like just we talking about cience. Born in Mexico City to Romanian immigrants language. I amYou talking about culture. You cannot teach it. language. am talking about culture. cannot teach it. had fled despot Nicolae Ceau?escu shortly afterI World .fled You cannot teach it.the we do, andNicolae I’m not just talking about the despot Ceau?escu shortly after World You must live it. And Luis Miguel has.” live it. And Luis Miguel has.” War II, Luis Miguel is cheerful, intelligent You and must accessible— II,.” Miguel is cheerful, intelligent and accessible— g Luis about culture. You cannot teach it. hisopen. officeHe door is always open. of his Paul Bouche, CEO andProductions, partner at Astracanada Productions, Inc., ffice door is always speaks movingly of He his speaks movingly Paul Bouche, CEO and partner at Astracanada Inc.,
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Luis Miguel, Miguel, as as he he is is known, known, isis the the agency’s agency’s guiding guiding force force and and conscience. conscience. Born Born in in Mexico Mexico City City to to Romanian Romanian immigrants immigrants who who had had fled fled the the despot despot Nicolae Nicolae Ceauşescu Ceau?escu shortly shortly after after World World War II, Luis Miguel is cheerful, intelligent and accessible— War II, Luis Miguel is cheerful, intelligent and accessible— his his office office door door is is always always open. open. He He speaks speaks movingly movingly of of his his love for family and his commitment to keeping Alma love for family and his commitment to keeping Alma aa place place where where all all are are treated treated with with respect respect and and kindness. kindness. He He shares shares credit credit and and responsibility responsibility with with his his team, team, recently recently naming naming two two colleagues, Isaac Mizrahi and Álvar Suñol, agency copresidents. Mizrahi is also the agency’s chief operating officer.
“You cannot Cannot teach Teachit. It.You Youmust Mustlive Liveit.” It.”
Patty Morris, Morris, director director of of brand brand content content and and development development at at Patty State Farm Insurance, suggests why: “Alma can take a complex State Farm Insurance, suggests why: “Alma can take a complex topic like like insurance insurance and and make make itit relatable relatable to to an an audience audience topic who may not understand its nuances. As we’ve expanded who may not understand its nuances. As we’ve expanded our presence presence in in social social media media for for the the Hispanic Hispanic market, market, Alma Alma created a loveable loveable and and relatable relatable campaign campaign character character in in Abuela Rosa Rosa [Grandmother [Grandmother Rose]. Rose]. Recognizing Recognizing the the human human truth that grandmothers grandmothers are are respected, respected, trusted trusted and and loved loved universally, but but more more so so in in Hispanic Hispanic culture, culture, this this charismatic charismatic character offers offers helpful helpful advice. advice. That That campaign campaign has has and kind character build trust trust and and emotional emotional connection connection within within the the helped us build Hispanic market.” market.” uis Miguel Messianu named his ad agency Alma, after uis ad agencyis Alma, after theMiguel SpanishMessianu word fornamed “soul.”his Advertising a business the Spanish word for “soul.” Advertising is a business associated with selling, not soul-searching, but Messianu associated with selling, not soul-searching, but Messianu has a different idea about successful brands. The company’s has a different idea about successful brands. The company’s well-known mantra contends, “Brands, like people, have well-known mantra contends, “Brands, like people, have soul.” He believes that good brands connect on human soul.” He believes that good brands connect on human terms. An agency forges that intangible element, bonding terms. An agency forges that intangible element, bonding people and products. But if the soul of the brand is rotten, people and products. But if the soul of the brand is rotten, advertising will out it. As Bill Bernbach put it, “A great ad advertising will out it. As Bill Bernbach put it, “A great ad campaign will will make make aa bad bad product product fail fail faster. faster. ItIt will will get get campaign more people knowing it’s bad.” Bad brands go to hell. Good more people knowing it’s bad.” Bad brands go to hell. Good brands go home with you. brands go home with you. Peers, competitors competitors and and clients clients regard regard Alma Alma as as one one of of the the top top Peers, multicultural agencies in the United States. Its campaigns multicultural agencies in the United States. Its campaigns for Hispanic Hispanic consumers consumers are are now now crossing crossing over over to to the the general general for market. The Clorox Company recently awarded Alma the market. The Clorox Company recently awarded Alma the task of leading two total-market campaigns. task of leading two total-market campaigns.
colleagues, Isaac Mizrahi and Álvar Suñol, agency copresidents. Luis Miguel got the his agency’s break at seventeen, whenofficer. a friend Mizrahi is also chief operating happened upon something he had written and suggested he Luis Miguel got breakforatan seventeen, a friend contact a local adhis agency entry-levelwhen job. The teen was happened upon something he had written and suggested more interested in soccer and acting, but got the job and he contact a localspot ad agency for an entry-level The teen was was wrote a radio that aired within a week.job. “My father more interested in soccer and acting, but got the job and appalled. He had secured me an internship with his dentist wrote a radio that aired within a week. “My and wanted mespot to pursue a more stable career. Forfather me, was appalled. He had secured me an internship with his dentist advertising was fun, challenging and gratifying. Eventually, and wanted me to pursue a more stable career. For me, my father understood that happiness was about fulfillment, advertising not money.” was fun, challenging and gratifying. Eventually, my father understood that happiness was about fulfillment, Messianu’s Hispanic origins and immigrant experience not money.” informed his career. He knew from the beginning that he Messianu’s Hispanic origins and immigrant experience wanted to build an agency that spoke to Hispanic Americans, informed his career. He knew from the beginning that he a choice that has won him loyal friends and professional wanted to build an agency that spoke to Hispanic Americans, distinction. In 1994, he opened Del Rivero Messianu DDB, a choice that wonashim loyal friends and professional rebranding it inhas 2007 Alma. distinction. In 1994, he opened Del Rivero Messianu DDB, Boris Nurko, associate director of advertising and communirebranding it in 2007 as Alma. cation production at the Clorox Company, has admired
Luis Miguel has.” canada for Inc., familytoand his commitment Alma a place combination believes Messianu’s combination of humanity and business for familyProductions, and hislove commitment keeping Alma a placeto keeping believes Messianu’s of humanity and business where all are treated with respect and kindness. He shares
savvy makes him unique. “There are select human beings
humanity andwith business re all are treated respect andProductions, kindness. He shares savvy makes him unique. “There are select human beings partner at Astracanada responsibility hisInc., team, naming two whotheir can truly connect with consciousness, the greatest itselect and responsibility withand his team, recentlywith naming two recently who can truly connect with consciousness, the their greatest humancredit beings combination of humanity and business sciousness, the greatest ique. “There aresupplied select human beings the ad captions as the ad agency on all projects shown. supplied the captions Alma and served as the agencyand on served all projects shown. ct with their consciousness, the greatest
BY MATTHEW PORTER
DDB MIAMI
Right: “Imagine a product that sustains the environment while also helping youHence fight the ofthis stains. Hence theposter: tagline for this print ad and poster: : “Imagine a product that sustains the environment while also helping you fight the toughest of stains. thetoughest tagline for print ad and ‘Only stains should disappear.’ is a call to action to the helpbenefits consumers understand the benefits of using biodegradable cleaning products.” David Alvarez stains should disappear.’ This is a call to action to helpThis consumers understand of using biodegradable cleaning products.” David Alvarez Camilo Valdivieso, creative directors; Alvar Suñol,Luis executive director; Luis Miguel Messianu, chief creative officer; Ale Burset, photographer; uan Camilo Valdivieso,Rizo/Juan creative directors; Alvar Suñol, executive creative director; Miguel creative Messianu, chief creative officer; Ale Burset, photographer; Cossio, producer; Cossio, producer; TheMimi Clorox Company, client.The Clorox Company, client. for this print ad and poster: ng products.” David Alvarez 22 Photography Annual 2016 graphy Annual 2016 cer; Ale Burset, photographer;
s. Hence the tagline for this print ad and poster: iodegradable cleaning products.” David Alvarez u, chief creative officer; Ale Burset, photographer;
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ADVERTISING 1 Paul Elledge, photographer Leasha Overturf, producer Christy C. Delgado, project manager Joe Clay Archive, client “Part of a print campaign to promote the documentary film Joe Clay Rockabilly Royalty. Despite playing on The Ed Sullivan Show and appearing with Elvis, Joe Clay’s star dropped out of sight as fast as it rose. He was rediscovered years later and now, at 78 years old, he is touring the world. This and other images are also being used for posters, press and T-shirts.”
2 (series) Richard Schultz, photographer Stuart McClay, creative director Dunira Estates, client “Images from a hunt at Dunira Estate in northern Scotland for the estate’s print and web marketing.”
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UNPUBLISHED 1 (series) Roberto Falck, photographer Clay and Ash. “Portraits of Papua New Guinea’s Simbu tribe members covered in clay and ash.” © Roberto Falck
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1. An image created for the rock band Paper Route’s sophomore album, The Peace of Wild Things. Paper Route, client. 2. “For English singer Pim Stones and artist management company Put Me on It, I shot this promotional image in an ancient forest found in the windswept, rural Dartmoor area of England.” Put Me on It, client. 3. To advertise the American Repertory Theater’s 2013 production of The Heart of Robin Hood, Stoddard captured this image in Muir Woods, California. Joel Zayac, art director; American Repertory Theater, client. 4. A personal piece depicting a young girl stealing a large egg from a flock of black birds and then getting chased by the flock. 5. Personal work showing a girl with a candle growing from her head. 6. A self-portrait created in 2011 depicting a man breaking free from the constraints of a “metaphorical cocoon.” 7. A self-portrait of a figure with his head in the clouds, perpetually in a dreamlike state between sleep and wakefulness. Communication Arts | commarts.com
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