Syngenta finds the human stories in national struggles
argentinacine's Martin Romanella directs a trio of heartrending yet gorgeous branded shorts for the agricultural technology company.
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Credits
View on- Agency Vendaval/Buenos Aires
- Production Company Argentinacine
- Director Martin Romanella
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Credits
View on- Agency Vendaval/Buenos Aires
- Production Company Argentinacine
- Director Martin Romanella
- Executive Producer Rosario Caprarulo
- Executive Producer Diego Gonzalez
- Line Producer Nano Tidone
- Producer German Escande
- Executive Producer Diego Gonzalez
- Line Producer Nano Tidone
- Producer German Escande
- Editor Joaquin Pellarolo
- Post Supervisor Miranda Schwartz
- Sound Design Big Sound/Argentina
- Music Company Bigotes Musica
- Chief Creative Officer Luis Sanchez Zinny
- Chief Creative Officer Carmelo Maselli
- Creative Director Nicolas Molina
- Producer Jose Bustos
- Producer Felipe Medina
- Production Designer Soledad Pinasco
- Producer Felipe Medina
- Production Designer Soledad Pinasco
- DP Mariano Monti
- Post Supervisor Aldo Ferrari
- Colorist Alejandra Lascano
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Vendaval/Buenos Aires
- Production Company Argentinacine
- Director Martin Romanella
- Executive Producer Rosario Caprarulo
- Executive Producer Diego Gonzalez
- Line Producer Nano Tidone
- Producer German Escande
- Executive Producer Diego Gonzalez
- Line Producer Nano Tidone
- Producer German Escande
- Editor Joaquin Pellarolo
- Post Supervisor Miranda Schwartz
- Sound Design Big Sound/Argentina
- Music Company Bigotes Musica
- Chief Creative Officer Luis Sanchez Zinny
- Chief Creative Officer Carmelo Maselli
- Creative Director Nicolas Molina
- Producer Jose Bustos
- Producer Felipe Medina
- Production Designer Soledad Pinasco
- Producer Felipe Medina
- Production Designer Soledad Pinasco
- DP Mariano Monti
- Post Supervisor Aldo Ferrari
- Colorist Alejandra Lascano
Because of the vast nature of the agricultural industry, it's sometimes easy to forget the humans at the heart of the situation, on whom Mother Nature can dish out some fairly startling issues.
In an attempt to draw more attention to the individuals involved, Vendaval, the agency founded by Lucho Sánchez Zinny and Carmelo Maselli, together with argentinacine, has created presents Pests; a trio of branded shorts, directed by Martín Romanella, which tell the tale of rural producers and the struggles they have to overcome.
Leaning into an impassioned narration derived from an in-depth research process, the films, and more specifically, DoP Mariano Monti, find an aesthetic beauty in the situations faced, making for a series that tugs on the heartstrings while maintaining a striking visual elegance.
“We were convinced that we could speak from a different place,” explains Nicolás Gennaro, Marketing Director for Crop Protection Latam at Syngenta. “We asked ourselves how to deliver a single message that would be both effective and authentic, one that reflects what is really happening in the countryside while also resonating with people living in the city. The answer was to place the true protagonist, the producer, at the centre of the narrative.”
“It is often assumed that agricultural challenges are solely related to climate and nature: floods, droughts, pests, and so on,” notes Alejandro Blanc, Creative VP at Vendaval Agency. “However, rural producers also face deeply human challenges: uncertainty, pessimism, doubt, anxiety. Nature and context are the visible obstacles, but within each producer there are less evident struggles. What we aim to show with this campaign is that when Syngenta innovates, it also helps address those human challenges, ones the agricultural industry rarely talks about.”
“We created a campaign that marks the beginning of a new era in agricultural communication,” adds Celina Peper, Head of Corporate Communications Latam at Syngenta. “One that moves away from fragmented narratives, product-based or corporate messaging, to speak with a single voice and share who we are and how we do what we do. Communicating differently means daring to genuinely connect, through situations and emotions that affect us all.”
