Wonderful Argentina: A Testament to Cultural Capital and Creative Excellence

Since its inception in 2013, Wonderful Content has been a beacon of innovation and ethical storytelling in the production industry. With a reputation for pushing the boundaries of the visual medium, the production company’s diverse and culturally attuned approach has set a new standard in the field. Central to this success is Wonderful Content’s long standing relationship with Argentina – a country that has become a pivotal location in their global production network. 

“The first time I worked in Buenos Aires I was naturally quite nervous,” says Michel Sassoon, EP and head of production at Wonderful Content. “Having produced in different countries, with varying degrees of difficulties, challenges, and success, I knew I wanted to tread gently whilst also being adamant about adhering to high standards. Not an easy thing back then.” 

"Back then" was 2001, which is when Wonderful Content's journey in Argentina began, with the establishment of a local office led by executive producer Anibal Tuzzi. “It became crystal clear to me, from day one of working with Anibal, that we saw eye to eye not only on the standards with which we would produce but also how we would treat those we worked with and worked for.” 

This office, initially part of the MIA FILMS network, formed a crucial part of the company’s global strategy. By 2013, as Wonderful Content expanded their horizons, the Argentinean office continued to operate under the MIA FILMS banner, ensuring continuity and local expertise.

Operating primarily out of Buenos Aires, Wonderful Content’s dedication to showcasing the city as a premier production dynamic environment, and creative epicentre is evident in their comprehensive approach to client services. From organising immersive cultural experiences to ensuring seamless project execution, the company enhances the overall client experience, leaving a lasting impression on those who visit.

Wonderful Content has accumulated many impressive collaborations over the course of their 23-years in Argentina, including a multitude of high-profile projects for major brands such as Repsol, Procter & Gamble, Nestlé, and Sony. Their work spans a diverse range of styles and production challenges, from orchestrating high-octane action sequences in the Perito Moreno glacier to creating intricate set builds that transform Buenos Aires into international locales like Paris and New York.

Granted the ability to deliver varied and ambitious projects underscores Argentina’s unique appeal as a production hub. Buenos Aires, in particular, offers unparalleled infrastructure, a rich talent pool, and a versatile array of locations, making it a preferred destination for top-tier productions.

Wonderful Content’s success in Argentina is emblematic of their broader commitment to what they term “Cultural Capital”. This concept refers to the deep understanding and respect for local cultural nuances that informs every aspect of their production process. Cultural Capital is not just a strategic asset but a core value that shapes their approach to storytelling and production.

In Argentina, this philosophy translates into an intricate dance of cultural sensitivity and logistical prowess. The team’s local expertise has enabled them to navigate complex production environments with finesse. From negotiating permissions with governmental and indigenous bodies to managing multinational crews with varied cultural backgrounds, the company’s nuanced understanding of local contexts has been instrumental in overcoming challenges.

During the pandemic, Wonderful Content leveraged their Cultural Capital to facilitate cross-border filming in Italy despite stringent restrictions. Their ability to adeptly manoeuvre through such obstacles exemplifies the practical benefits of their cultural acumen.

“The office has been operating in Argentina for almost 24 years, and during that time we have readily adapted to new requirements and changes as they have emerged,” Anibal reveals. “This has given us a level of true understanding - born from real experience - of what it takes to produce any kind of challenging project that comes along. These years of successful work afford us the gravitas of a good local name, with vendors, crews, and talent agents, and provide us with leverage for whatever is needed, from complex permitting, sourcing or importing state-of-the-art equipment, be it cameras, or vehicles, all the way to successfully manoeuvring the maze of official bureaucracy.”

Wonderful Content’s commitment to maintaining high production standards in Argentina reflects their broader goal of aligning local practices with those of major film hubs like Los Angeles, London, and Vancouver. This dedication is evident in their meticulous approach to project execution, ensuring that every aspect of production - from creative conceptualisation to logistical management - is handled with the utmost precision and care.

The company’s approach includes a strong focus on integrating local talent and fostering long-term relationships within the Argentinean industry. By including recent film school graduates in entry-level positions, Wonderful Content not only supports the professional development of emerging talent but also enhances the client experience through a dedicated team that bridges the gap between clients, agencies, and production crews.

This commitment to nurturing local talent and upholding global standards has contributed to the resilience and sophistication of Argentina’s film and advertising infrastructure. 

As Wonderful Content looks to the future, their ongoing partnership with Argentina remains a cornerstone of their global strategy. Buenos Aires dynamic environment, coupled with the team’s on-the-ground expertise, creates an ideal backdrop for producing visually stunning and culturally resonant content. Whether it’s crafting compelling narratives for international brands or exploring new creative avenues, Buenos Aires continues to be a cornerstone of Wonderful Content’s global production strategy. 

This commitment to ethical storytelling, cultural sensitivity, and creative excellence sets Wonderful Content apart as a leader in global production. Their work in Argentina is a testament to the power of Cultural Capital and the value of fostering genuine connections with local communities. By continuing to push the boundaries of what is possible in production and storytelling, the broad-minded production company will not only enrich the global creative landscape but reinforce the importance of cultural understanding and collaboration in driving artistic and commercial success.