Andy García Presents Grupo AG’s New Manifesto in Brand Film

Rocknrolla.23 partnered with the leading family company Aceros de Guatemala to accompany them into their transformation as Grupo AG. The new brand was born with the aim of expanding its footprint globally.

Future, the innovation division of rocknrolla.23, was in charge of an holistic approach that went far beyond the change of name. The project covered all levels of the company, encompassing the definition of identity, narrative and symbology, as well as culture, values, structure, strategy and communication.

The film that portrays the legacy of Grupo AG and presents the company's new manifesto, featured the participation of film legend Andy García as the leading actor.

“In this project we started from an in-depth study of the company's past history, internal beliefs and external perceptions, and we worked together with the company's front line to define the story they potentially could and honestly wanted to tell. From there, we began the absolute transformation that projects the company into the future, both internally and externally,” commented Federico Ahunchain, general director of the project.

Sociologist Martín Córdova, founder of The Lab, also collaborated on the project, along with Rosalía Mendoza, Martín Carrier, founder and general director of Fe Think Studio, and the audiovisual production company Alicante Films from Guatemala, its founder - director Diego Castillo, and Frank Rivers as DP.