FreiXenet Wine: The Key To Reserva

JWT Barcelona has developed a ground-breaking idea for a Martin Scorsese movie that preserves an old unmade Alfred Hitchcock movie. Each year the agency creates a commercial for FreiXenet wine, which, for as long as anyone can remember has featured a movie star - Paul Newman, Sharon Stone, Antonio Banderas and Demi Moore to name just a few on the red carpet role call. In an inspired departure innovated by Alex Martinez and his team in Barcelona, the film features not the star in front of the camera but the stars behind - a striking shift from image to product, from how we look to what we make. Perhaps the most innovative director still today, Martin Scorsese (Taxi Driver, The Departed, Good Fellas, The Aviator, Age of Innocence, Raging Bull) is as much obsessed with the preservation of the past as he is with taking the next step of the future - the best bold moves made by standing on the shoulders of giants. Personally responsibly for the restoration of many of cinema’s forgotten gems, Scorsese has his own personal archive. A box in which contains a mysterious three and a half page script. The rest of the pages are missing. More importantly this was a script developed for Alfred Hitchcock.
Says Scorsese ‘it’s one thing to preserve a film that’s been made. It’s another to preserve a film which hasn’t been made.’ Together with Carta Nevada (the makers of FreiXenet) and JWT, Scorcese endeavoured to make the film as Hitchcock would have made it - becoming a kind of hybrid director I’m calling Hitchese. But as with all good stuff, this is a supernova born from collaboration. The words of Ted Griffin (Oceans Eleven) were lit by Harris Savides (American Gangster) and made the cut by long time Scorsese consort Thelma Schoonmaker (The Departed, Good Fellas).
With JWT. Who helped conceive not just the idea but the poster, online and promotional work. In the beginning of the film, Scorsese describes film posters as being the dreams of cinema. Click on the poster to start dreaming.