Cannes, France – 4Direcciones Audiovisual’s director and producer Diana Rico’s winning pitch for Ooommm-Mmmooo, Yoga for Children is a 7-minute series where animated cows, each with a distinct character, teaches a bunch of children just how to stretch it out – Yoga style.
Funnily, the only entry among the six finalists to combine animation with live-action had a title everyone on stage (with the exception of Rico) struggled to pronounce. When asked if that’s a problem, Rico jokingly proclaimed “No. They WILL learn to pronounce!”
Apart from the multi-platform potential and original storytelling which the judges were clearly looking for, Rico’s idea met a third criterion that was most crucial for securing the win – the potential to target international audiences.
“It’s a format too. You can have Asian kids practicing Yoga. It’s not difficult Yoga,” explains Rico. “You can address any kid through this show because it has very little text and it’s just movement and enjoyment and imitation and song – it’s just a joyride.” A ride, the producer hopes, will take the series beyond Colombia.
“Well, I hope we can sell it globally,” says Rico. “The series is about to be finished and it’s going to be airing it in Colombia. We really want to offer the kids a different story on the web, in a book and on TV, but in order for the full experience we need coproduction, distribution and licensing & merchandising in Asia. There are enormous possibilities; from Yoga mats, health snacks, products for the skin and clothes. We want the brand to expand.”
Rico’s pitch was not only a crowd pleaser (what’s not to like about dancing cows?), it had a tangibility to it; given that it’s been adopted in Colombian schools. For Rico, this is hard work that has finally paid off.
“We prepared for this pitch through some coaches. We stayed up late last night rehearsing. It sucked; it was horrible,” she says, with a laugh. “We practiced again this morning, and when we were onstage we could only get half of it out!”
“We have been to so many contests and we NEVER WIN! For me, being on stage and showing my stage – I didn’t care about the rest. We really just wanted to get the love we have for the project through and despite not saying everything we had intended, I think it came through.” And came through it did, as 4Direcciones Audiovisual takes home a €2,500 value prize which includes a one-on-one meeting with a buyer during the main networking event at MIPCOM, free permanent access to Toon Boom’s awardwinning storyboarding software Toon Boom StoryBoard Pro 3D (valued at US$1,249) plus editorial coverage in MIPCOM publications, among others.
Congratulations and Namaste!
