“Above all, the video is to welcome everyone into the new building and celebrate the Latin cultures in America that Telemundo represents. Engage and excite passers by - but don’t distract them, especially with fast movement that can look chatic on a large screen.”

We could see that the producton was going to be tight from early on and so we approached the creative with a strategic eye.

Key to this was deciding to pursue a modular, tapestry style video that could be easily updated. That way we’d avoid costly changes to long narrative arcs if we needed to add, reorder or remove any of the scenes.

While each scene would have it’s own story, together they would paint a wide tapestry of the varied Latin cultures and stories that Telemundo creates.

This gave Telemundo and the agency the time to vet the culturally sensitive scene cues that they were still providing, revising and approving all the way through the last animation phases.