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Space Division Cuts “The Talk” For Hispanic Audiences

Edits two spots for AOL Latino through Casanova Pendrill (July 23, 2004)

Space Division, a leading creative editorial and design company based in Santa Ana, CA, specializing in creative editorial, graphic design and finishing for commercials, has edited a Spanish language spot called "The Talk" in two versions (a 30-sec and a 60-sec) centered on the concept of empowerment, that are aimed at Hispanic audiences while promoting the AOL Latino online computer service. The announcement was made by Space Division principal Chris Willoughby, who served as the Editor of the spots.

Space Division’s client was Interpublic Group of Cos.’ Casanova Pendrill of Costa Mesa, Ca. The spots broke in mid July.

In the spots, a young Hispanic boy is seen asking his father and mother a series of “intriguing” questions. The viewer at first assumes that the boy is asking his parents about sex, but soon learns that he is asking them why his parents don’t have Internet access at their home, like his friends. The ads promote the AOL 9.0 Latino service for Hispanic families, as the son explains some AOL features to his parents, doing his homework and getting an excellent report card.

According to AOL Latino Director of Hispanic Marketing Mercy Lugo-Struthers, “The campaign clearly focuses on the family and the Internet as a tool that’s going to…open the door for the future.”

About Space Division
Space Division provides creative editorial, graphic design, and finishing for commercials, as well as special effects and title sequences for music videos, feature films, and television programs. The company’s founders recognized a demand in Orange County for creative collaboration from local agencies, clients and post facilities which was not being fulfilled, so they decided to base their new operations there.

Currently, Space Division’s clients include such major ad agencies and corporate advertisers as Young & Rubicam, Lincoln/Mercury, Jaguar, Land Rover, Mattel, BBDO, Dodge, Chrysler, Casanova Pendrill, Kohl’s, Home Depot, Cingular, Olympus, and Kyocera. Historically, the company’s principals Chris Willoughby and Leah Welsh have worked on other high profile projects for such important companies as Nike, Sony, Apple, Coca-Cola, Budweiser, Miller, Gatorade, Motorola, Fox Sports, Kelloggs, PBS, Lexus, Ford, Mazda, and Mitsubishi, among them.

For more information visit

Production Company:
Letca Films, Miami
Director: Jorge Colon 
Exec. Producer: Eugene Mauriello
DP:   Guillermo Granillo
Producer: Alberto Muffelmann

Where shot: On location, Mexico City

Advertising Agency: Casanova Pendrill. Costa Mesa, CA.
Senior Creative director: Elias Weinstock
Head of Production/Producer: Pilar Matallana

Editorial Company: Space Division, Santa Ana, California
Editor: Christopher Willloughby
Assistant Editor: Daniel Gonzalez
Exec. Producer: Leah Welsh
Online Editor: Adam Lobel

Colorist: Raul Ramirez,
New Art Digital, Mexico City    
Visual Effects: Charlex, New York City

Audio Post: Stewart Sound, Santa Ana, CA.
Mixer: Jaime Zapata

Music Production Company: AZ Los Angeles
Composer: Alonso Zevallos  


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Related Keywords:Space Division, The Talk, Hispanic, AOL Latino, Casanova Pendrill, Chris Willoughby, Editor, Interpublic Group of Cos., Interpublic Group, Mercy Lugo-Struthers,

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