Armando Hernandez
EVP, Chief Creative Officer at MARC USA Corporate Headquarters
Coconut Grove, Etats-Unis
Campagne Disenodesempeno - Infiniti
Annonceur Nissan Motor Corp.
Marque Infiniti
Mise en ligneNovembre 2007
Secteur d'activité Voitures
In “Uribe/Guerra,” conceptual artist and Colombian native Federico Uribe goes head to head with Mexican alternative pop musician Ely Guerra, while “Chardiet/Armenteros” has Cuban glass blower and artist Jose Chardiet meeting the rhythmic trumpetwork of fellow Cuban, Alfredo “Chocolate” Armenteros. In “Rodriguez/Aguilar” Miamian Douglas Rodriguez, globally acclaimed as the Godfather of Nuevo Latino Cuisine, challenges Nicaraguan-American percussionist Annette A. Aguilar.
Philosophie To star in the campaign, Marca Hispanic handpicked individuals from across different Latin Cultures, reaching out to cultural icons who embodied characteristics of the Infiniti such as innovative design and performance acumen. Each spot promotes the Infiniti G, FX and QX series and pairs the automobiles with the high profile personalities—one musical and the other tactile/visual—who are shot on a darkened but highly reflective stage setting. The artists engage in a duel of music and movement, finally culminating in the cars being introduced to the stage. In addition to directing, Haycock also edited the commercials, rhythmically syncing the music with the elegantly rich graphics.

Working with DP Neil Shapiro, Haycock filmed these individuals at Long Beach, Calif.’s South Bay Studios. A large Fischer light was rigged to sweep across the performers, capturing contours of faces, instruments and movement, while also highlighting the dramatic lines of the Infiniti automobiles. All music in the campaign was provided by the featured artists.
Said Vincent Haycock, Director, Vitamin. “Marca came to us with the talent already secured. The concept was to create a classic call and response musical duel between the two artists with the cars at the center. I then created a modern space in which the talent and cars coexist, while capturing the defining details of both. Because we were working with real Latin personalities hailing from such varied parts of the Spanish-speaking world—from Cuba to Colombia, Mexico and Miami—communicating on set was at times an interesting and entertaining experience. All in all however, our collaboration with Marca was one of the smoothest we’ve ever encountered, from concepting to shooting to post.”
“We must have looked at over 100 reels to find a director who understood luxury cars, talent, musicians and exquisite design in general,” said Armando Hernandez, Chief Creative Officer, Marca Hispanic. “Infiniti is all about design and performance and Vince got that from the first moment we talked. His eye for art direction is amazing, and he brought a modern look and feel to the project that didn’t get in the way of the idea. Vince also edited and oversaw all post, assuring the concept and tone stayed true. Vitamin really backed the creative process and made the entire production a great experience. It was a pure collaborative effort with everyone on the team pulling towards the same place.”
Type de média Télévision
Marché Etats-Unis
Directeur de création
Producteur, agence
Directeur de la photo
Producteur, agence
Sociéte de création sonore
Post production
Sociéte de création sonore
Maison de production
Producteur exécutif
Chef de groupe

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