In the summer of 2007, we created the campaign for the New York International Latino Film Festival presented by HBO. We designed many of the collateral materials, such as festival brochure, postcards, website, bus shelter, t-shirts and we also shot a TV spot.
Inspired by the concept: “film is power”, we created the “the crew” campaign as an invitation and homage to the City’s Latino heritage and its diversity, empowering all inhabitants and inviting them to “be part of the crew” of a larger film called New York.
There was no casting and no wardrobe, only a bit of art direction, only real people in the exact way they where passing by in the streets of Washington Heights. I think the photography of Barbel Schmidt captured the characters in quite a unique way.