CARLS JR

Overview

Carl’s Jr. officially marked a new chapter in Monterrey with the opening of its 50th restaurant. This achievement is more than commercial growth; it is a celebration of over three decades of being part of the daily life of regiomontanos. Antimateria Films had the honor of participating as an associate production company, collaborating with Noisy Films under the leadership of Mike Bautista as Executive Producer, Guillermo Soriano as Director, and Jorge Tancun as Producer.

Challenges & Approach

Our challenge was to capture the "fragments of truth" in a brand that has accompanied generations. The concept revolves around a clear message: Carl’s Jr. hasn’t just grown; it has grown alongside the city of Monterrey.

• Bridging Time: The narrative opens with a 1991 photograph of the first restaurant, transitioning into the modern façade to symbolize the city’s evolution.

• Real Stories: We focused on vignettes recognizable to anyone who has lived here—first dates, birthdays, and long nights after the stadium.

• Cultural Identity: By integrating emblematic elements like the Rayados and Tigres football teams, we ensured the images reflected the beating heart of the community.

• Cinematic Essence: We used our role as "cómplices creativos" to ensure the image suggested a feeling of home rather than just explaining a product.

The result

This spot is a tribute to the essence of Monterrey—its culture, its community, and the stories that unfold day by day. With the opening of this 50th location, the brand reaffirms its presence and thanks the city for the journey. For Antimateria Films, it was a privilege to participate in a project that celebrates what it means to live, grow, and share moments in the place we call home.