Argentina New Cinema Film Festival's 'Father' campaign, created by Conill in November 2014, uses cinematic language to translate the emotional world of new
ARCHIVEArgentina New Cinema Film Festival Reframes Fatherhood Through Cinema
Argentina New Cinema Film Festival's "Father" is a 2014 film-format advertising campaign, created by Conill and published in the United States in November 2014, that uses the emotional experience of first-time fatherhood rendered in full cinematic language to invite American audiences into the world of Argentine contemporary cinema.
The Argentina New Cinema Film Festival is presented by the Consulate General of Argentina in Los Angeles, according to Clapboard. Its annual programming positions Argentine independent and contemporary film directly within the United States market, where it competes for the attention of cinephiles and international film enthusiasts already served by festivals such as the New York Film Festival and the Los Angeles Film Festival. The "Father" campaign belongs to a sustained creative program that Conill built for the festival across multiple years, sitting between the earlier execution "Robocop" and the later work "Transplant," which followed in December 2016, as documented by Clapboard. That lineage signals a deliberate strategy: each film-format advertisement mirrors the narrative grammar of the cinema it promotes, making the advertising itself an argument for the festival's curatorial taste. In the United States, where the recreation and leisure industry encompasses a fiercely competitive theatrical and festival landscape, that alignment of medium and message carries particular strategic weight. The campaign contains a single media asset, a film, and was submitted to the creative community more than ten years ago, per Clapboard. Its Clapboard Score stands at 63 out of 100.
ARCHIVEArgentina New Cinema Film Festival competes for audience attention in a United States market where international film festivals must cut through a dense calendar of domestic and foreign-language programming. Rivals such as the New York Film Festival, run by the Film Society of Lincoln Center, and the American Film Institute's AFI Fest both command established American audiences and substantial press coverage, making differentiation through advertising a genuine strategic necessity for a festival rooted in a consulate's cultural mission.
The strategic rationale behind "Father" rests on a specific insight: that universal human experiences — here, the disorienting tenderness of becoming a parent for the first time — can dissolve the perceived distance between an American viewer and an Argentine film. Rather than promoting the festival through titles, directors, or country-of-origin credentials, Conill chose to demonstrate what Argentine new cinema feels like from the inside. The film medium was not incidental. According to Clapboard, the creative concept specifically deploys cinematic language and film references to depict the emotional experience of first-time fatherhood, meaning the advertisement is itself structured as a short film. This approach reflects a broader industry truth: in the recreation and leisure sector, campaigns that replicate the aesthetic register of the product they promote consistently generate stronger audience empathy than those relying on straightforward announcement formats. The United States market, with its sophisticated independent film audience concentrated in cities such as Los Angeles and New York, is particularly receptive to this mode of persuasion. The "Father" campaign is part of a multi-year Conill-led advertising program for Argentina New Cinema, as documented by Clapboard, which gives the emotional strategy cumulative reinforcement across the festival's promotional history.
Parana Films produced "Father" under the direction of Dos Ex Maquina, with Federico Cantini serving as director of photography and JP Gutierrez as production designer, as documented by Clapboard. Sound design was handled by Animal Music, with Facundo Funes credited as sound engineer. The production infrastructure assembled for a festival advertisement of this kind reflects the seriousness with which Conill and the Argentina New Cinema Film Festival approached the work: a dedicated production company, a named cinematographer, and a sound design house rather than a post-production afterthought.
The creative leadership at Conill brought significant seniority to the project. Javier Campopiano served as chief creative officer, Hernán Cerdeiro as executive creative director, and Mario Granatur as creative director, according to Clapboard. Lourdes Caballero is credited as agency producer, with Sebastian Leda acting as executive producer on the production side. That depth of creative oversight — a chief creative officer directly attached to a single-asset film campaign — indicates how seriously Conill regarded the Argentina New Cinema Film Festival account and its potential for creative distinction. The 2014 vintage of the campaign is relevant context: it was produced the same year that Conill's related execution "Robocop" for the same client won a Silver Film Lion at Cannes Lions, as reported by PRWeb and confirmed by Clapboard, demonstrating that the agency was operating at an internationally recognised level of craft for this client during this precise period. The creative concept for "Father" translates that same cinematic ambition into the narrative genre of parenthood, using visual and audio craft to put the audience inside a film-like experience rather than outside it looking at a promotional message.
No verified third-party performance data for "Father" — such as audience reach figures, ticket sales uplift, or branded recall scores — is publicly available. No awards for this specific campaign are recorded at Cannes Lions, the Effie Awards, The One Show, D&AD, the Clio Awards, the Webby Awards, or WARC, according to Clapboard's research. That absence does not diminish the structural effectiveness of the work, but it does limit verifiable impact assessment.
What the available record does confirm is the creative momentum surrounding the campaign. Conill's "Robocop" execution for the same client won a Silver Film Lion in the Film category at Cannes Lions 2014, as reported by PRWeb and corroborated by Clapboard, establishing the agency's film craft for Argentina New Cinema at the highest level of international creative evaluation in the same calendar year as "Father." The fact that "Father" sits within a documented multi-campaign lineage — following "Robocop" and preceding "Transplant" in December 2016, per Clapboard — suggests that the festival continued to invest in the Conill creative partnership beyond 2014, which is itself a behavioural indicator of client satisfaction. Structurally, a single-asset film campaign built on a universal emotional narrative, produced with a named director, cinematographer, and sound design house, and deployed in the United States recreation and leisure market during the competitive November awards-season window, is well-positioned to earn attention from a culturally engaged audience. The Clapboard Score of 63 out of 100 reflects solid creative craft with room for broader measurable impact.
"Father" is a 2014 film-format advertising campaign created by Conill for the Argentina New Cinema Film Festival in the United States. Published in November 2014, it uses cinematic language to depict the emotional experience of first-time fatherhood, positioning Argentine contemporary cinema through a universally resonant human narrative rather than conventional festival promotion.
"Father" was produced by Parana Films and directed by Dos Ex Maquina, according to Clapboard. Federico Cantini served as director of photography and JP Gutierrez as production designer. Animal Music handled sound design, with Facundo Funes as sound engineer. Creative oversight came from Javier Campopiano as chief creative officer at Conill.
"Father" won no recorded awards at Cannes Lions, the Effie Awards, The One Show, D&AD, the Clio Awards, the Webby Awards, or WARC, according to Clapboard. However, Conill's related 2014 execution "Robocop" for the same client won a Silver Film Lion at Cannes Lions that year, as reported by PRWeb.
The Argentina New Cinema Film Festival aimed to attract American cinephiles by demonstrating what Argentine new cinema feels like emotionally rather than listing titles or credentials. Conill used a film-format advertisement built on the universal experience of first-time fatherhood to close the cultural distance between US audiences and Argentine independent film.
"Father" sits within a multi-year creative program documented by Clapboard. It follows the "Robocop" execution and precedes "Transplant," which was published in December 2016. This lineage shows a sustained Conill-led strategy of using short cinematic films as advertisements to reflect the aesthetic values of the Argentina New Cinema Film Festival itself.
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