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Ralph Greco
Fractional Creative Director & AI-Native Production
New to Contra
Ralph is ready for their next project!
The “shot” is to cinema what the “sentence” is to literature or the “scene” is to theater." - Francis Ford Coppola: I love this quote because it reminds me to try to communicate a very specific feeling, tone, or mood through just one basic composition or image. Everything else can be built upon it.
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I didn't really want to make a sports promo. I wanted to make an announcement video as a riff on a popular movie trailer. I approached Montreal like it was the setting for a big summer action movie. The idea was to push the existing AI technology to capture that feeling you get from a thrilling Hollywood trailer and do it for a fraction of the budget and time.
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This evolved from conversation about a female-founded, non-alcoholic luxury beverage. I wanted to invert the romantic fantasy of Gatsby and play around with that dynamic around a little. The dated "beautiful little fool" line, straight from Fitzgerald gets "put in it's place" by the woman's facial expression and smile. She's authentic and in control of her own story sipping her cocktail, solo and confident at the bar. I liked that little bit of irony and how it plays against the sexy, sophisticated imagery. i enjoy creating a tangible world around a brand with it's own homages and visual storytelling.
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This spot was for a family owned business that bought an existing candy shoppe from a retiring, older chocolate maker who had been a beloved part of the community. I starting thinking about legacy, timelessness and passing the baton. This wasn't a "grand re-opening" - it was an invitation to discover this wonderful little world inside. A timeless place where the recipes, the rituals and maybe even some of the magic have been passed down through generations. It's less about making chocolate look delicious than it is about building a mythology. Warm, handmade, slightly mysterious and like somewhere you'd want to wander into and stay awhile.
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