Branding Vs. Rafy Case Study

There’s always a moment in life where you realize you want to do something and set goals to reach that, that’s not the case for Rafael Mediavilla ¬¬—¬¬ or Rafy as he likes people to call him. From a young age, Rafy has been a big storyteller, whether it was a fantasy or an actual situation he went through, you could live these stories through his words. Maybe it was because he comes from a family of what he calls “paperback people”, reading books like Amityville Horror and Manitú and left unaffected by their horror contents. The first movie he watched in theaters was The Great Gatsby, followed by The Exorcist; movies that typically children don’t watch at age 9. He never watched children’s movies because he saw them just that, children’s

Because of Puerto Rico’s idiosyncratic nature, there’s a double standard where companies have difficulty co-brading with a festival called the Puerto Rico “Horror” Film Fest. Even though it can be proved that there’s a good market for co-branding, the marketers have the mentality of decision makers and express their concern of what people are going to think about the brand — even with brand that sponsor similar things in the US. Even with these challenges the festival has never been suspended or postponed due to sponsorship issues, surpassing any obstacle thrown at them along the way.
In terms of success, the Puerto Rico Horror Film Fest was reviewed by MovieMaker Magazine as on the “13 Film Festivals to Die for”, rated as one of the Top 40 Fantastic Film Festivals of the world and is accredited by both the Latin American Alliance of Fantastic Film Festival and the European Federation of Fantastic Film Festivals. Rafy has quite the history of success and challenges and this is just a snippet of what he’s lived through and has many years of storytelling to