Upstairs Delivers Tide's First Ever Bilingual Campaign

Conill Advertising and Upstairs team up to produce a humorous campaign aimed both at general and Hispanic markets.

Online PR News – 10-October-2012 – Miami/Florida – Upstairs, Miami’s premiere creative Post-Production studio, has just finished a series of commercials for Tide’s first-ever bilingual campaign. The post studio was in charge of all post-production, Color Correction, effects, sound effects and audio post for the ground-breaking campaign. “We are incredibly honored and proud to have been selected by the Hispanic market agency, Conill Advertising, as the post-production instrument for such a trendsetting campaign. This effort is one of the highlights of a long and successful collaboration between the agency and Upstairs”.

The campaign, consisting of three main storylines and 12 commercials, portrays Tide users in everyday situations with clever laugh-at-life humor that makes a strong case for the advantages that Tide brings to the consumer. The renowned TV commercial director Ramses Albiñana was in charge of the direction, while Conill’s team, which devised such innovative concept, included Creative Director Rafael Ramirez, Copywriter Federico Hauri and Senior Producer Marinet Quiñonez.

Upstairs was in charge of the creative editing for the entire campaign, that included TV commercials intended to be aired by General Market TV stations as well as Hispanic TV outlets. Color correction, compositing, effects and animations were also produced by Upstairs, under the supervision of Director of Visual Effects Wally Rodríguez, while Uptempo, Upstairs’ sound division, designed sounds effects and produced the final mixes.

“We are happy that more and more our clients are acknowledging our capacity to work with new media. Upstairs has been increasingly doing work on campaigns such as this one, which was designed to be the center of a broad, TV, iMedia, broadband and social media effort” added Sosa, “Upstairs started to diversify its creative activities a long time ago, with a focus towards new media. Non-traditional advertising vehicles represent a large portion of the future in advertising and we are ready to take on the challenge”.

Upstairs is an award-winning full service post-production studio located in Miami, Florida. Upstairs specializes in all areas of post, including Creative Editorial, color correction, visual effects, animation and motion graphics, sound design, audio post and original music for motion pictures, TV commercials, broadcast networks and corporate projects. Visit our website at or our Facebook page at

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Contact Information
Jose Toledo
Upstairs LLC
1500 South Douglas Rd Suite 200
Coral Gables Florida, 33134


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