Production affiliations: Argentina - Peluca / UK - The Brave Film Company
Years directing: 4
Shoot Days in 2001: 55
Geography: Argentinian, based in London
Favorite work: Chris Christmas Rodriguez for Mother

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Two of the most famous Argentines in advertising would have to be Peluca, the dastardly duo responsible for the most overt comical realism to punctuate the advertising world in recent memory.

Since relocating from London to Buenos Aires last year, Luciano Podcaminsky and Agustin Marques have been busily shaping eye-catching comedy with unpredictably crazy visuals to match.

A recent effort for Peluca is "Bar Guide" for Observer through their agency of choice, London's Mother. 16mm footage follows a stoic reporter striding through a war zone, speaking surreptitious words of journalistic integrity irrespective of his adverse circumstance. As the protag steps into a pub, we realize his words merely relate to collecting information for The Observer's Bar Guide, neatly flipping the war imagery bombarded upon the audience.

The one-day shoot in North London was lensed by Jess Hall, busy of late with Rupert Sanders on "Dolphins" for Nissan and Peluca's last sizzlefest, "Obsession" for Danish Bacon through WCRS, London.

Another intriguing Peluca campaign is for Pisang Ambon through KesselsKramer. Shot in a mock PSA fashion, the spot revolves around how one should never drink the lusciously flavored liqueur alone; ex-Mother creatives Markus Bjurman & Cecilia Dufils are the creative energy behind the job.

Yet jiving with creatives on set has not always been so sweet for the team.

"Sometimes we've experienced a lot of distance between ourselves and creatives here in the UK," admits Peluca. "Maybe it's partly because we don't have the right phrase or words to explain ourselves, but we really like to work as a team with all the creatives on set."

Further reasons for this ripple of negative energy could stem from a looser style of production in Argentina? "Sure, this is a good point," responds the team. "Creatives work so seriously on set here within an established industry, whereas Argentine production is more disorganized - but this can actually be good sometimes, because too much structure stops the passion and energy on set."

"We are very different and that's why we work together so well," slides a pensive Podcaminsky in response to the craft and technique of Peluca.

"Agustin thinks in a completely different way to me; I like focusing on the actors and comedic moments while he focuses on the visual style so it's always an interesting mix."