For Liz Castells-Heard-led bicoastal multicultural agency INFUSION, life has been a whirlwind since COVID-19 arrived. Instead of struggling with clients, Castells and her team are struggling to keep up with increased client work demands and new business pitches accelerated by ‘Black and Brown lives matter’ and the 2020 Census.
Yet, CEO Castells isn’t complaining as she works from her Scottsdale, Ariz., home. “We consider ourselves lucky as a thriving WMBE business, so we don’t complain about working 24/7 and focus on new solutions to make the ‘working from home’ paradigm effective.”
A key example of how life has pivoted for her and INFUSION can be seen in virtual TV shoots conducted for client Charter Communications, a first for both clients.
The virtual TV shoots utilized multiple virtual feeds, chats, and Q-take app technology to connect all cast, talent, crew, post-production companies, and client and agency teams in different locations through all the pre-production and shoot logistics. It also required sequential small crew shifts, shooting people interacting but separately, green screens to later digitally recreate scenes, and extra feeds for Digital, social videos and print.
Carlos Correa, INFUSION’s Creative Officer, notes, “Rather than focus on the challenge, we saw it as an opportunity to learn and succeed.”
The campaigns ladder up to Charter’s commitment to keep families connected to the people, content, passions, and what matters most with Spectrum’s fast and reliable connectivity services, even more vital in these times.
The first campaign shot in early June, appropriately called ‘Zoom’, features social influencer Gaby Espino. The campaign illustrates how Spectrum TV’s Mi Plan Latino and Spectrum’s
internet services can enable multigenerational Hispanic households to consume their English and Spanish content across all their devices. “Our goal with director Jorge Colon of Letca Films was
to put all the pieces together to function as one seamless entity to deliver a solid COVID-safe shoot,” explains Executive Producer Manuel Carvajal.
A second Charter spot for African American consumers called ‘Spectrum Hub’ depicts how Spectrum Select TV and Spectrum Internet makes working and learning from home easy to keep families moving forward. Creative Officer Rod Ribeiro comments, “We maintained our creative integrity, which we’ll continue to push even further with gaming-like virtual location software.”
INFUSION’s latest campaign continues with Charter’s ongoing collaboration with global reggaetón act Ozuna.
INFUSION also shot and post-produced an exclusive 20-minute Ozuna concert which streamed on September 5 on the Spectrum Latino Facebook and on Ozuna’s Facebook pages. Today, it is now
available on the Spectrum Latino YouTube channel with behind-the-scenes content.
Castells concludes, “I see unsettling times like this as an opportunity for growth, meaningful change, and the best ideas to flourish. All companies are re-evaluating business-as-usual and willing to try new things.”
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