Foremost — Fanáticos de lo Nuestro | Case Study

01 — The brief

The idea was not ours.
The execution was

Los Publicistas Guatemala brought the brief, and the creative direction was by Úrsula Rodríguez. Wonder came in as the visual production company: directing, shooting, building the art and solving post.

We say it that plainly because this case is not about having ideas. It is about the other half — getting a good idea onto the screen without losing anything along the way.

Los Publicistas The idea

Brief, concept and creative direction for the campaign.

Wonder Studio The visual production

Direction, camera, art direction, post, the jingle and the cut for every platform.

02 — The idea

We are fans of everyone
except ourselves

Every World Cup, Guatemala puts on another country’s jersey. It shouts, suffers and celebrates for teams that are not its own.

The campaign takes that borrowed devotion somewhere else: if we know how to be fans that loyal, we should be fans of our own. Of the milk people drink here, of the kid playing on the grass here.

03 — The production solution

One shoot.
Five endings

The campaign had to speak to the fans of five different national teams. Shooting five spots would have cost five times as much.

We shot one. All 56 seconds are identical until the end — the story, the cast, the living rooms, everything. Only the ending changes: the jersey, the fan and the prize mechanic for each team.

So everyone sees their own spot, and the client paid for one production.

Ending of the Argentina version — Argentina

Ending of the Portugal version — Portugal

04 — The spot

Fifty-six seconds

The vertical cut, the one that ran on TikTok and Meta.

05 — Where it ran

Four platforms,
one set of footage

One shoot produced the vertical cuts for TikTok and Meta, the horizontal one for YouTube and the television edit. Each platform with its own length, framing and rhythm.

Platforms

TikTok
Meta
YouTube
Television

What Wonder did

Direction and co-direction
Camera and gaffer
Art direction
Production
Post and color
Jingle and voiceover

06 — Post-production

Real camera,
AI at the edit bench

Everything you see was filmed: real actors, real living rooms, a kid with a ball on the grass.

Artificial intelligence came in afterwards, in the edit suite — to solve transitions and a few composites. It is a post tool, not a production shortcut.

We say so because we think that is the right way to use it: to reach where the budget could not, not to skip the work.

Credits

ClientForemost Guatemala

CampaignFanáticos de lo Nuestro

AgencyLos Publicistas Guatemala

Creative DirectionÚrsula Rodríguez

Visual ProductionWonder Studio

DirectionChe Alvizuris

Co-directionPablo Castillo

AssistantDavid Rodríguez

ProductionRaquel de Alvizuris

CameraPablo Castillo

GafferVíctor Cojolón

Art DirectionEremy Lavarreda and Diego Ruiz

Post-productionChe Alvizuris · Pablo Castillo · Maynor Cifuentes

VoiceoverJoel Enríquez

JingleChe Alvizuris

AI executionPablo Castillo

The idea was not ours.The execution was

We are fans of everyoneexcept ourselves

One shoot.Five endings