http://www.xaviercuria.com Xavier Curia Online Portfolio Sun, 08 Jan 2012 02:25:58 +0000 http://www.xaviercuria.com en http://www.xaviercuria.com/Old-Way http://www.xaviercuria.com/following/xaviercuria.com/Old-Way Sun, 08 Jan 2012 02:25:58 +0000 Xavier Curia Online Portfolio 2546387 CLIO Finalist Old Way wanted to communicate that their marmalade had a unique quality that made it different from the rest; it contained actual pieces of real fruit. So that’s what I did, in a simple but original way. PRINT <img src="http://payload12.cargocollective.com/1/5/184771/2546387/Adam.jpg" border="0" width="550" height="425" width_o="550" height_o="425" src_o="http://payload12.cargocollective.com/1/5/184771/2546387/Adam_o.jpg" align="left" /> http://www.xaviercuria.com/Ninos-Seguros http://www.xaviercuria.com/following/xaviercuria.com/Ninos-Seguros Sun, 08 Jan 2012 02:25:57 +0000 Xavier Curia Online Portfolio 2546800 Research showed that the average Hispanic family in Arizona didn’t have a smoke alarm in their home, and if they did, it didn’t meet the safety standards. The task was to educate a whole community about the importance of being prepared. The problem was - being a pro bono campaign - we didn’t have much of a budget. So I let the copy to do the most of the work, and even though the commercial may be a little annoying, I’m happy that we were able to get the message across. TV http://www.xaviercuria.com/Arizona-Milk-Producers http://www.xaviercuria.com/following/xaviercuria.com/Arizona-Milk-Producers Sun, 08 Jan 2012 02:25:55 +0000 Xavier Curia Online Portfolio 2546733 How do you tell Arizonans they should have three servings of milk a day without being preachy or annoying? The answer was one of the oldest tricks in the advertising book, humor. RADIO &#9835; Jackson vs. France.mp3 http://dl.dropbox.com/u/56675259/Jackson%20vs.%20France.mp3 &#9835; Pride & Prejudice.mp3 http://dl.dropbox.com/u/56675259/Pride%20%26%20Prejudice.mp3 &#9835; Farmer's Song.mp3 http://dl.dropbox.com/u/56675259/Farmer%27s%20Song.mp3 http://www.xaviercuria.com/T-Mobile http://www.xaviercuria.com/following/xaviercuria.com/T-Mobile Sun, 08 Jan 2012 02:25:52 +0000 Xavier Curia Online Portfolio 2546784 T-Mobile is a very family oriented company and this had to be reflected in everything we did. At the same time, they were heavily promoting that they were America’s largest 4G network. So what I did is simply put the two messages together. RADIO &#9835; T-Mobile - Kid.mp3 http://dl.dropbox.com/u/56675259/T-Mobile%20-%20Kid.mp3 Translation ANNCR: T-Mobile presents: Moments shared with the 4G network. KID: Last month my wife and I celebrated our 50th wedding anniversary. I wanted to celebrate it in a special way, so I fulfilled a dream she's had her entire life - a cruise to Europe. We visited her parents’ hometown in Spain. We also went to Rome and Paris. It was a very magical and romantic trip. And after a whole life of working hard and raising our children, we really deserved it. In the end, my wife proposed a toast to fifty more years. But I'm not sure if she said it because of me or because she wants to go on the cruise again. ANNCR: Live everything your family lives as though it happened to you. Share every moment as fast as you would on your home computer. And now get unlimited talk, text and web, all for $79.99 per month. T-Mobile. America's largest 4G network. &#9835; T-Mobile - Rancher.mp3 http://dl.dropbox.com/u/56675259/T-Mobile%20-%20Rancher.mp3 Translation ANNCR: T-Mobile presents: Moments shared with the 4G network. RANCHER: Last week I turned fifteen. And now that I’m not a little girl anymore, I’m very excited about the future. The truth is my quinceañera was everything I've ever imagined. I was a little nervous at first but fortunately, everything went perfectly. The cake was wonderful. My date was really handsome. I have to confess that I got a little emotional, especially when dancing the waltz with my dad and uncles. Mom... Dad, I’m very proud to be your daughter. Thanks so much. I’m going to remember this day for the rest of my life. ANNCR: Live everything your family lives as though it happened to you. Share every moment as fast as you would on your home computer. And now get unlimited talk, text and web, all for $79.99 per month. T-Mobile. America's largest 4G network. DIGITAL / TV http://www.xaviercuria.com/Toyota http://www.xaviercuria.com/following/xaviercuria.com/Toyota Sun, 08 Jan 2012 02:25:49 +0000 Xavier Curia Online Portfolio 2546719 When I started working for Toyota they were already working on this project. The concept was fun but the campaign was so visually driven that when they asked me to write the radio I found myself with a real challenge. I think I solved the problem well. RADIO &#9835; Toyota - Office.mp3 http://dl.dropbox.com/u/56675259/Toyota%20-%20Office.mp3 Translation SFX: Office. Phone call. PRESIDENT: Rodriguez, take my Camry and get it washed. Last week I went fishing by the river, so it’s dirty and smells really bad. MANAGER: Of course, sir. SFX: Phone call. MANAGER: Alvarez, the President’s Camry is dirty and smells bad because he went fishing. Take it to get washed by the river. President’s orders. SFX: Phone call. BOSS: González, the President’s Camry is dirty. Take it to the river where he goes fishing, wash it, and put on some deodorant because I heard you smell really bad. President’s orders. SUPERVISOR: OK. SFX: Phone call. SUPERVISOR: Dominguez, the President says you smell really bad. Don't be gross. Take a shower, go fishing, and then throw the President's Camry down the river. EMPLOYEE: But... SUPERVISOR: But nothing! Do you want to lose your job? These are the President's orders. EMPLOYEE: Yes, sir. ANNCR: Since 1994, 90 percent of Camrys are still on the road. Now you know what happened to the other 10. Toyota. Moving forward. &#9835; Toyota - Police Department.mp3 http://dl.dropbox.com/u/56675259/Toyota%20-%20Police%20Department.mp3 Translation CHIEF: Commander, here are my keys. Change the oil in my Camry and pour gas in the tank. I have to disappear. This case is burning hot. COMMANDER: Yes, sir. SFX: Phone call. COMMANDER: Captain, the chief has to disappear. Pour gas in his Camry's tank and change the oil. CAPTAIN: But... COMMANDER: No buts. The chief is burning mad. SFX: Phone call. CAPTAIN: Detective, things are burning up here. The chief had to disappear and he needs you to pour some gas and oil in his Camry’s tank. SFX: Phone call. DETECTIVE: Officer, we have to make the chief’s Camry disappear. Pour a tank of gasoline on it and set it on fire. The chief wants to see it burn. Did you hear me? Burning! OFFICER: But detective... DETECTIVE: But nothing... These are the Police Chief's orders. OFFICER: Yes, sir. ANNCR: Since 1994, 90 percent of Camrys are still on the road. Now you know what happened to the other 10. Toyota. Moving forward. DIGITAL http://www.xaviercuria.com/Arizona-Lottery-Scratchers http://www.xaviercuria.com/following/xaviercuria.com/Arizona-Lottery-Scratchers Wed, 04 Jan 2012 21:49:47 +0000 Xavier Curia Online Portfolio 2546715 "Cash Spectacular 2" TV - Bronze ADDY Winner Scratchers is a category of instant games that wasn’t really known for giving away big prizes. Until Cash Spectacular, the first scratch off with a $1 million jackpot. The challenge was to create a commercial that looked as big as the prize. And since the first one was so well received, to create yet another. RADIO &#9835; Arizona Lottery - Parrot.mp3 http://dl.dropbox.com/u/56675259/Arizona%20Lottery%20-%20Parrot.mp3 Translation GUY: I have a parrot that I used to take everywhere with me, until it began to repeat things that were pretty embarrassing. PARROT: My mother in law is a witch... The rash is not contag... GUY: (Yelling at the parrot) That’s enough! However, since I bought a Monopoly Scratchers ticket my luck is changing, because now the parrot repeats something else. PARROT: I won! I’m a winner!! GUY: It’s not so embarrassing anymore, but just to be on the safe side, I leave the parrot at home now. ANNCR: Play 1, 2 or 5 dollar Monopoly Scratchers from the Arizona Lottery, and you could win up to $50,000. Te toca. TV http://www.xaviercuria.com/Arizona-Lottery-FastPlay http://www.xaviercuria.com/following/xaviercuria.com/Arizona-Lottery-FastPlay Wed, 04 Jan 2012 21:47:47 +0000 Xavier Curia Online Portfolio 2546702 The Arizona Lottery needed to promote their line of cheaper games with smaller prizes to players attracted to more expensive games with much bigger prizes. For that purpose we focused on FastPlay, which, although it didn’t have millionaire jackpots, had a unique and tempting advantage, instant gratification. PRINT <img src="http://payload12.cargocollective.com/1/5/184771/2546702/fasplay_pop1sm.jpg" border="0" width="550" height="250" width_o="550" height_o="250" src_o="http://payload12.cargocollective.com/1/5/184771/2546702/fasplay_pop1sm_o.jpg" align="left" /> <img src="http://payload12.cargocollective.com/1/5/184771/2546702/fastplay_pop2sm.jpg" border="0" width="550" height="250" width_o="550" height_o="250" src_o="http://payload12.cargocollective.com/1/5/184771/2546702/fastplay_pop2sm_o.jpg" align="left" /> <img src="http://payload12.cargocollective.com/1/5/184771/2546702/fastplay_pop3asm.jpg" border="0" width="550" height="250" width_o="550" height_o="250" src_o="http://payload12.cargocollective.com/1/5/184771/2546702/fastplay_pop3asm_o.jpg" align="left" /> http://www.xaviercuria.com/T-Mobile-Samsung-Galaxy-S-4G http://www.xaviercuria.com/following/xaviercuria.com/T-Mobile-Samsung-Galaxy-S-4G Wed, 04 Jan 2012 21:44:32 +0000 Xavier Curia Online Portfolio 2546678 Being on America’s largest 4G network allowed T-Mobile customers to get coverage wherever they were. The new Samsung Galaxy S 4G’s main feature was movie and TV streaming. Pairing these features meant that now people could watch their favorite movies and TV shows anytime, anywhere. PRINT <img src="http://payload12.cargocollective.com/1/5/184771/2546678/samsung-1sm.jpg" border="0" width="450" height="582" width_o="450" height_o="582" src_o="http://payload12.cargocollective.com/1/5/184771/2546678/samsung-1sm_o.jpg" align="left" caption="Translation: It's revenge, for all the times it was turned off at the movies."/> <img src="http://payload12.cargocollective.com/1/5/184771/2546678/samsung-2sm.jpg" border="0" width="450" height="582" width_o="450" height_o="582" src_o="http://payload12.cargocollective.com/1/5/184771/2546678/samsung-2sm_o.jpg" align="left" caption="Translation: When I grow up, I want to be a famous telephone star."/>