Oscar-Nominated DP Cinematographer Rodrigo Prieto Joins Little Minx

Rodrigo Pietro joins Little Minx.

Unless you’ve been hibernating the past 10 years, you should be familiar with the work of Rodrigo Prieto. Oscar-nominated for his cinematography on "Brokeback Mountain" (Ang Lee), Prieto has shot some of contemporary cinema’s most renowned works—"Broken Embraces" (Pedro Almodovar), "Babel" (Alejandro González Iñárritu) and "Frida" (Julie Taymor)—and advertising’s most memorable commercials—Ikea’s “Lamp” (Spike Jonze) and American Airlines’ “New York Minute” (Rupert Sanders). Now the gifted cinematographer turns his attention to the director’s chair, signing on with Little Minx for spot representation.

“So many things I do as a cinematographer factor in to directing,” Prieto says. “I enjoy working with actors. I’m not the type of cinematographer who lets the paraphernalia of the camera take over. I acted in the theater while I was in school and really enjoyed it. I like operating the camera to be physically close to the actors as they perform. It’s about connecting with the emotion. The lighting, composition, production design, costumes, editing, sound and music—they’re all elements that support the transmission of that emotion to the audience. A director ties these elements together in collaboration with the creative team to bring a story to life. That is a process I find fascinating.

“I’m drawn to pieces with humanity,” Prieto continues, “stories and ideas that I can connect with and find captivating. Like with the films I’ve worked on, in commercials I enjoy exploring any genre. As a director, I’m open and flexible for whatever comes at me.”

"Rodrigo is a gem," enthuses Rhea Scott, President of Little Minx. "Having a conversation with him is much like seeing a film he's worked on. We all found him totally engaging as a person and as an artist. With everything he's accomplished, he remains charming and humble. Just being in the same room with Rodrigo is a rewarding experience. I know our clients will love collaborating with him!"

Born in Mexico City, Prieto studied at Centro de Capacitación Cinematográfica, the premier Mexican film school, and began his career as a still photographer, then cinematographer on commercials. Concurrently, he moved into features, gaining international acclaim with Academy Award, ASC, BAFTA and Independent Spirit nominations. He’s also been honored with Ariel Awards (Mexico’s equivalent of Oscars) and the Venice Film Festival’s Golden Osella Award. He moved to Los Angeles in 2000 after he shot Iñárritu’s breakthrough film, "Amores Perros."

Prieto’s style is immersive and his visuals engage viewers for an almost tactile experience. Not surprisingly, his prep is meticulous. For example, the saturated blues and greens and gritty textures of the Detroit rap film "8 Mile," stemmed from Prieto and director Curtis Hanson canvassing Detroit for locations and spending a lot of time talking with residents, doing numerous tests for colors and textures, and drawing inspiration from Detroit Institute of Arts’ Diego Rivera frescos. “I had just finished shooting Frida and went to see Diego Rivera’s work in Detroit,” Prieto relates. “It ended up being very inspiring for me on 8 Mile!”

With “Lamp”, Ikea’s Grand Prix-winning spot, Prieto and director Spike Jonze manage to make viewers tear up over a discarded desk lamp. “Spike used all the cinematic elements at his disposal,” Prieto says. “Rain, camera movement, camera angle, light inside the apartment, dust on the lamp, change of day to night. His storyboard was very specific. Each shot was very eloquent and helped give the lamp its life. The photography is an emotional element. When the woman turns off her new lamp, the camera angle makes it look like she’s hugging it, while the old lamp looks on from the street outside. It’s very expressive. It went beyond selling a product.”
 
While much of Prieto’s work has lived pristinely in cinemas and on television, he appreciates the role smaller screens can play in cross-platform advertising. “You can have images you created be seen in subways, cars and planes. Format and framing for different mediums does complicate the imagery. But as long as the story comes through and it touches people, the compromise is worth it. What’s good and gives it value is that it reaches more people.”

2010 will nevertheless deliver more of Prieto’s cinematography to the big screen, with Oliver Stone’s "Wall Street 2" and Iñárritu’s "Biutiful." 

Published March 5, 2010