In a grand celebration of its 154th anniversary, Tienda Inglesa, a household name in retail, has unveiled its latest creative endeavor, “The Time Machine.” This short film, not just a mere advertisement but a cinematic experience, has been masterfully produced by the acclaimed Olga Lee, under the directorial vision of Oliver Garland. The creative prowess of Publicis Ímpetu breathes life into this project, continuing their legacy of crafting compelling narratives for the brand.
THE HEART OF THE CAMPAIGN
The Narrative
“The Time Machine” presents a whimsical yet profound story set in the 1930s. It centers around a young boy who stumbles upon a toy in Tienda Inglesa, only to discover it’s a functioning time machine. This extraordinary find sparks a connection across time, leading to an unexpected and heartwarming conclusion. The film is a creative sequel to the award-winning campaign “Mucha historia, mucho futuro,” which skillfully depicted Montevideo in the 30s and celebrated the enduring story of Tienda Inglesa.
Director’s Vision
Oliver Garland, the Director and Founder of Olga Lee, elaborates on the project’s scope and ambition. “When a script like this emerges, we feel that art, cinema, and advertising converge. This presents us with a significant challenge that inspires us to assemble the best team to ensure an impressive outcome, leveraging all our resources and expertise. This piece is more than a TV commercial; it’s a short film or branded content of over 3 minutes,” he states.
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Garland emphasizes the meticulous attention to detail in the film’s narrative development and visual craftsmanship. The project benefited from the expertise of Mariana Rivero in art direction, involving extensive research into the era. A key element was the creation of the time machine toy, designed with the collaboration of Santiago Vecino, a renowned illustrator with Hollywood credentials.
Collaborative Excellence
The success of “The Time Machine” is attributed to a symbiotic partnership between the client and creative teams. Pablo Rego’s leadership in marketing, Mario Taglioretti’s creative direction at Publicis Ímpetu, and a dedicated Uruguayan crew have been pivotal in bringing this enchanting story to life.
TECHNICAL CRAFTSMANSHIP
Behind the Scenes
Olga Lee, evolving from Dogstar Films, has been recognized as the Best Production Company in Uruguay at El Ojo de Iberoamérica 2021. Their commitment to casting excellence, actor direction, and emotive storytelling is evident in this film. The technical team, led by Executive Producer Mariana Gascue and Director of Photography Adrián Nogueira, has meticulously crafted each scene to immerse viewers in a narrative and audiovisual journey.
Creative Minds at Publicis Ímpetu
The creative team at Publicis Ímpetu, under the leadership of CCO & Partners María José Caponi and Mario Taglioretti, along with a talented ensemble including Juan Ignacio Roldós, Rocío Velasco, and Santiago Varese, have infused their creative genius into this project, ensuring a seamless blend of storytelling and brand messaging.
“The Time Machine” by Tienda Inglesa is more than just a celebration of its storied past; it’s a testament to the power of collaborative storytelling and artistic vision. This campaign not only honors the brand’s legacy but also sets a new benchmark in the realm of branded content, inviting audiences on a memorable journey through time and emotion.
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