At the end of February, the latest series from the internet giant was launched with great success. streaming AMAZON PRIME VIDEO: THE HEAD OF JOAQUÍN MURRIETA, a bet that spoke to the Latin American market in the region and in the United States. That tells the story of a hero lost in time who became a legend and was an inspiration for many Latinos during the gold rush in 1850. Murrieta was a symbol of rebellion and fight against the US army when Mexico lost half of its territory. But the most interesting thing is that his story is still alive today, almost 200 years later.
Their search for equality, as well as their struggle for identity, the defense of that territory and the origin of a people, are very relevant social issues today. So for the end of the season, the independent Mexican agency Archer Troy He wrote and developed, together with Amazon Prime Video, a Hero Content that ignited the spark of union and representation of a country and a region.
As? Speaking from Joaquín’s heart more than from his head.
An original Hero Content, filmed and created in the city of Durango, Mexico that manifests the incredible cinematography, spectacular landscapes, detailed art direction and powerful characters that the series features in Mexico. But above all, it demonstrates in each text and in each scene the value of being Mexican, and that it inspires the new generations to continue fighting for the representation and value of our origin.
Many say that Murrieta was the inspiration behind the iconic character of “El Zorro” and after contemplating this Hero Content we have no doubt that his desire to fight for the weak in a time when ideals were worth more than gold, is a clear example of why Murrieta lives in all of us today.
We must feel proud of who we are, of what we are worth, but above all, of the value of our ideals, those that have no color, race, or gender.
Because as the flag phrase at the end of the piece says:
“Live, for something bigger, even if it costs you your head.”
DATA SHEET
• Client: Amazon Prime Video
• Creative Agency: Archer Troy
• Country: MEXICO
• Creative VP: Mike Arciniega
• General Creative Director: Carlos Fernández Oxte / Guillermo Bernal
• Creative Grouper: Pablo Naval
• Creative Director: Haim Torres
• Accounts: Rosario Castillo/Fernanda Martínez
• Production: Emmanuel Garcia
• Production House: El Cielo
• Address: Santiago Rubido
• Photography: Adrian Patiño
• Production: Omar Ganem