Metro Producciones Provide The Best Of Mexico

Metro Producciones Provide The Best Of Mexico

With its striking vistas and irrepressible spirit, it's hardly surprising that Mexico is a location of choice for production companies looking to shoot great-looking commercials. However, as any company that's chosen to film abroad will know, the results are only as good as the partners chosen to get the job done… and that's where Metro Producciones step in.



Created in 1997 to offer production services for production companies in the US, Metro Producciones little by little started to gain presence in the Mexican advertising market. Started as a joint venture between professionals from different areas of marketing, production and advertising, the company now prides itself on having a solid roster that cover a wide range of visual and narrative styles, and a production structure handled by people with solid experience of decades of film-making and problem solving.

"We have a visual trademark," says Pedro Ávila, director at Metro. "People think of us as creators of beautiful images. We also have an interesting spectrum of generations in terms of talent, from the world wide, long time seasoned directors, to the out of film school, fresh and promising talent, different styles altogether."
 

A nice-smelling fella is on the run from ladies in Pepe Avila's Axe spec spot.

The visual trademarks are evident in pieces such as Jorge Malpica's 'Caminos' spot for Met Life and Arie Socorro's 'Yo Soy Mexico' for Nikon, with their rich and impressive photography. However, a central focus for the company is still the production service element. "We opened and were designed for production services initially - putting Directors' sensibility alongside Producer's logistics." The USP for the company is simple – their straight-talking and efficient approach to getting the job done. "Essentially our method is: no sweet talking, no bullshit. We deal with open budgets and create a hand tailored selection of crew for each project." And the type of production available? "We produce from the simplest 'One day – studio - Mom, Dad and Kid situation' all the way through to four week shoot, wherever it's needed in the country."

An example of the fruits of such labour is the Travelocity film for which Metro handled the production service. "This was an American production," recalls Pedro. "It exemplifies the quality of set building for a seriously competitive budget made by a Mexican Art Director."
 

An impressive build for Travelocity.

A word that comes up often in conversation with Ávila is 'resourceful'. Indeed, when relating to his own directing career he describes how his skills "grew being used to solve anything no matter what, with the elements that you have on hand." This is an element that is obviously prevalent throughout the work of Metro. "On a production service's rushed recce," Pedro remembers, "the director rejected the location he had approved from pictures. The crew was already on the road towards there (a 400km trip!). We traveled another 100 km to find a place he liked but there was no time to wait for the construction crew to build the set so we gathered some local carpenters and workers and got the job done. When the art department arrived they only needed to decorate and we were able to shoot on time, and everybody was happy."
 

Some great-looking images captured in Arie Socorro's Nikon ad.

It would seem that shooting in Mexico is a great option for anyone needing quality creative output, but, we ask, are there any misconceptions about filming in the region? "For those who have experienced production in Mexico there are the obvious "Loved it" for some "Hated it" for others, depending on if you land with the right people or not. Those who haven't experienced it, I believe they have a wrong notion that proper infrastructure, talent or know-how is either poor or non-existent. Yes, Mexico is a developing country, but some industries are far more advanced into global level of competition than others, and film craft is one of them."

A Discovery Foods spot for which Metro provided production services can be used as an example of misconception-smashing. "It was a production for the UK," remembers Pedro "but it goes to show the range of talent that you can find in our country. There is still a misconception of the possibility of a wide range casting in Mexico. The shoot was a simple, easy going production using a local Food Stylist. Nice results."
 

Discovery Foods, for which Metro provided production services, showcases the range of talent available.

Pedro Ávila is a man who knows global filmmaking. "I have worked as a director all over the world," he tells us, "and can honestly tell you that in Mexico you can find top-level standards. You should take notice of Mexican production companies if you want to have price competitive options for some special projects, especially those that involve large set construction or luscious sceneries."

It seems that Mexican production and production service has evolved into a recognised and dependable market, with companies like Metro sitting at the fore. "It has evolved enormously in the past few years," says Pedro "due to constant access to frontline technologies, growing competition both internal and global that enhances the 'survival of the fittest' effect, and, most importantly, due to upcoming generations of new talent in all areas of film-making." Metro is a clear example of that, compiling its roster from "generations in terms of talent. We have the worldwide, time-seasoned directors, to the out of film school, fresh and promising talent."
 

A clever spot for Scribe, by Pedro Avila, combines live-action with animation.

From a US-facing production service company to a fully-functioning production company with an impressive roster, Metro Producciones has certainly evolved into a strong force in the marketplace. Known as an option of excellence for image quality and for having a totally transparent workflow with an unprecedented attention to detail, the company prides itself on its flow of different brains and talents, following the natural modifications of the advertising industry, new visual trends and the continuously shrinking budget of the market.

'Affordable', 'professional', 'friendly', 'imaginative' and 'resourceful' are the five key words Pedro Ávila would use to describe Metro Producciones. From the work they output, we'd suggest adding 'exceptional' to the list. Have a look at their showreel and decide for yourself: