New 3D Animation Firm Puts a Diverse Face on Hispanic TV Commercials

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Every TV advertising market is a culture.

With hefty political clout and a lot of money to spend, the Hispanic community is an ideal target audience for American firms. But leaders of the Hispanic populace have a message for mainstream corporations who want to produce 3D animation Hispanic TV commercials: Be prepared to offer more than just Hola!    

"The Hispanic market has been lumped into a big bucket, and that doesn't serve the market properly. We're in an age where we have to listen more carefully to what the audience says. Who's your audience, what is their age, what are they consuming, where do they come from historically? If you don't know that you won't be successful in TV advertising," said Salvatore Cavalieri, president of Cilantro Animation Studios.

Helping corporations hit a bull's-eye in is exactly why Cilantro Animation was founded. This state-of-the-art animation studio uses proprietary 3D animation technology to create unique animated characters and commercials for the television and advertising industries. The 10 staff members represent a wide range of educational backgrounds and Latino-American cultures. Together they are determined to help compose Hispanic TV commercials targeted specifically to the needs and appetites of the growing Hispanic audience in the United States.

It is easy to understand why American companies have targeted the Hispanic community. In a report called The Multicultural Economy, 1990-2009 the Selig Center for Economic Growth says the Hispanic population is growing faster than other groups. By 2009, they say, one person out of every six living in the United States will be of Hispanic origin, up from one in eight in 2000. And by 2009, Hispanics will account for 9 percent (nearly a trillion dollars) of this nation's buying power, up from 5.2 percent in 1990. Who wouldn't want a piece of that TV advertising," pie?

With pencil in hand -- and the latest software and imaging technology within reach -- the Cilantro Animation artisans begin each new Hispanic TV commercials project by sketching characters and concepts. They know the tone and structure of the animation will naturally emerge from their intimate knowledge of their client.

Cavalieri knows the possibilities of 21st Century technology will take TV advertising team far. He knows, too, that proprietary pyrotechnics are empty without the ancient traditions of drawing and storytelling. For this reason, his staff is a harmonious mix of Pablo Picasso and Bill Gates types.

"Technology is very democratic. Anybody with money and the proper resources can get it. But it's hard to learn art. It's an intrinsic talent. You can buy software but you can't buy artistic talent. So we're very proud to have artists and storytellers who can create such wonderful characters. We may be an animation company, but if we don't have a TV advertising story that captures your attention -- English or Spanish speaking -- we have failed," he said.

Cilantro Animation Studios
Salvatore Cavalieri
Phone/Fax (866)741-6075
http://www.cilantroanimation.com

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