Behind the Production: A conversation with Juan Taylor

Managing Partner & Executive Producer at LANDIA LA

What are the current challenges in advertising production?

Budget constraints and shrinking timelines are two of the most persistent challenges. Additionally, there’s an increasing demand for content across diverse platforms (social media, OTT, traditional media), which requires versatile and adaptive production strategies. Ensuring high-quality production while following the varied technical and audience expectations for each platform can also be a significant challenge.

Productions affected by unpredictable elements or those requiring coordination across multiple time zones and cultural expectations can also be particularly demanding.

What was the most challenging production this year, and why?

It would depend on specific experiences; however, productions that involve complex logistics, such as international locations that mimic USA ones, or high-concept visual effects, often prove to be the most challenging. Productions affected by unpredictable elements or those requiring coordination across multiple time zones and cultural expectations can also be particularly demanding.

What do you think was the key to making Fran Colombatti's 'Flowers are for Everyone' for DoorDash stand out at Cannes Lions?

Its unique narrative approach, emotional resonance, and visual storytelling. We had a really tight timeline and Fran Colombatti delivered effortlessly. Right from the beginning, there was a synergy between Fran Colombatti and the GUT creatives. We all aligned on production plan and vision and we put forward all our energy and resources to make a film we all were proud to make.

How has the dynamic of advertising production changed with the rise of social media and streaming platforms?

Social media and streaming have changed the game. Now, it’s all about making ads that feel personal and can grab someone’s attention in just a few seconds. We’re moving from making a few big-budget ads to lots of smaller, specific pieces that need to speak directly to different groups of people.

Imagine putting on a headset and walking into a commercial—that’s where we could be heading.

In what way do you think augmented reality or virtual reality could transform audiovisual productions in the coming years?

AR and VR could really shake things up by making ads you can step into. Imagine putting on a headset and walking into a commercial—that’s where we could be heading. It’s a chance to get super creative with how we engage people and blend ads into their daily lives without being too in-your-face.

Given that the public tends to skip ads and pays little attention, how do you approach a creative idea to capture their interest? What are the biggest challenges in producing these ideas?

To keep people from hitting that skip button, you've got to hook them right away. Whether it’s with a laugh, a beautiful shot, or a story that evokes a feeling…? the key is to make it engaging and quick. The tricky part is keeping it fresh and true to what the brand stands for.

List the a few of latest spots produced by LANDIA LA:

TIDE - Imagine - Fran Colombatti.

PEDIGREE - Love at first Sight - Shannon.

FANTA - Rider Rules - Fran Colombatti.

HIMS - Treatment You Will Actually Love - Ariel Danziger.

VERIZON - iPhone on Us - Ariel Danziger.