GENERALI & ARDAF: ORCHESTRA
tv commercial


GENERALI and ARDAF got together, and so did we – with 30 Romanian musicians in Bucharest. The classical musicians representing GENERALI's evergreen values and the new school, as ARDAF's fresh air. Inspired by Anda Calugareanu's sets from the 60's, we composed the scenery with five movable scaffold stages, each designed to suit a specific group of instruments and musicians (strings, winds and percussion from the classic orchestra line-up followed by an indie-rock band and finally an electro band) and moved around by the "invisible" white men and women.

directed by JOAQUÍN URBINA

co-direction ANA GALE
client GENERALI

agency CAP BUCAREST
production company MME BUCAREST, THE LIFT


edit JOAQUÍN URBINA
art direction ANA GALE, JOAQUÍN URBINA
production NATHALIE MOUCKEYTOU
direction of photography ALEX STERLIAN
original music CRISTIAN STEFANESCU
post production MME BUCAREST

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