Don Julio González followed his heart over his head. He loved his land, agave and community. Every choice he made was for exceptional tequila. He did it Por Amor, and this is the way that people from Mexico continue to live every day. Today, Tequila Don Julio releases its groundbreaking new global campaign for Por Amor, with an anthem film' titled ‘A Love Letter to Mexico’ that celebrates modern Mexico and its people who live Por Amor. A magnetic invocation of Mexico’s heart and soul and a visceral reimagination of the brand aesthetic and intentions. The campaign is crafted in collaboration with Mexican luminaries who harnessed their respective creativity for an homage to Mexico, highlighting its authentic and deeply powerful culture, landscape and people.
The global campaign debuts an entirely new visual identity for Tequila Don Julio through A Love Letter to Mexico which sets a global stage for Mexican creativity, all through the eyes of Mexico’s original luxury tequila. Filmed across a series of locations entirely in Mexico from streets and local markets in Mexico City, to the beautiful beaches of Tulum, to Atotonilco- the home of Don Julio in the highlands of Jalisco, the result is a living testament to the brand’s profound appreciation for the country, culture and people. The brand collaborated with creators at the forefront of their passions who have followed their hearts in order to share Mexican culture with the world through their craft, just as Don Julio González did when he began his tequila making journey in 1942.
The final body of work was produced in collaboration with enigmatic creatives, who have each left their mark on the campaign and helped share their own vision of Mexico.
What truly sets this campaign apart is the entirely new visual identity that we’re unveiling for Tequila Don Julio on a global stage,” says Guilherme Martins, Senior Marketing Director for Global Tequila at DIAGEO & Tequila Don Julio Brand Director. “Por Amor is not just an anthem, but an invitation to celebrate the modern spirit of the country that this brand calls home and collaborate directly with its people who live Por Amor.”
“As a Mexican American artist I have always felt inspired by my culture. To be asked to film a love letter to mi Mexico, as my directorial debut, has been an honor and a great privilege,” shares Director, JC Molina.
“The brand’s explosive growth in the US has been a result of sharing our tequila that was created out of love for craft, and this campaign is setting the stage for our next chapter,” shares Christina Choi, Senior Vice President of Tequila at Diageo North America. “We’ve been a leader in defining luxury tequila and its culture. As we continue to share our love for tequila making with the world, we are once again defining what it means to be at the forefront of the category by partnering with Mexican creatives who demonstrate the same unparalleled drive to live Por Amor.”
The stunning new work was created in partnership with Anomaly NY and Creative and Co-Director Leanne Amann. The campaign will roll out in markets around the world for the largest globally-led campaign in the brand’s history. The first markets include the US, Canada and Mexico and will be supported through a robust global marketing mix in OOH, paid media, social, digital, press outreach, and events.
To help bring the campaign to life, Mexican-American celebrity photographer and cultural curator Carlos Eric Lopez captured stunning portraits of each collaborator on set in Mexico and interviewed everyone during the campaign shoot to tell their creator stories behind the scenes. The result is an amazing collection that allows these collaborators to share their own love letters for Mexico with the world. The brand has also partnered with award winning Mexican-American designer Willy Chavarria who reimagined Don Julio González’s iconic hat, representing the brand’s famous iconography and a cultural symbol from Mexico. This and many of his incredible statement pieces can be found throughout the Por Amor campaign after the hats made their debut on the runway during his recent NYFW show.
Cretit for Don Julio Por Amor A Love Letter to Mexico
Agency: Anomaly
Leanne Amann: Co-Director / Group Creative Director
Bari Schechter: Senior Art Director
Patrick Connor: Senior Producer
Eve Mahaney : Producer
Ben Dorenfeld: Director of Music
Meredith Thornhill: Senior Business Affairs Manager
Ellie Harriman: Group Business Head
Daniella Linkus: Business Director
Naomi Wood: Account Director
Miklas Manneke : Social Photographer / Associate Creative Director
Quan Bui: Art Director
Thalia Gochez: Lifestyle Photorgrapher
Production:
@unreasonableStudios
JC Molina: Co-Director
Flavia Martinez: Director of Photography
Max Henderson: Camera Operator
Camera Operator: Executive Producer
Claire McGirr: Line Producer
Teddy Popick: UNR Producer
Nicole Holloway: Production Manager
Shad Melvin : 1st AD
LOCAL PRODUCTION CO – THE LIFT MX
Avelino Rodríguez: FOUNDING PARTNER, CEO
Jose Barrera: Managing Partner
Fuad Abed Dalton: Partner, EP
Helena Medina: Line Producer
Vladimir Espinosa: Production Manager
Anameli Ramirez: Production Coordinator
Jorge Granados Ross: Social Producer
Daniel Olicon “Gásparo”: 1st AD
Cesar Arjona: 2nd AD
Mar Mercado Lozano : Producer Bottle & Serve
Fernanda Contreras: production Designer
Luz Marina Covarrubias Guzmán: Art Director
Ines Barragan Gonzalez: Set Decorator
Arturo Aza: Product Specialist
Cintya Valeria Diaz Diaz: Mixologist
Daniel Cordero “Chovy”: SPFX
Andres Medina: Gaffer
Marcos Hernandez: Best Boy
Eduardo Vertty: Tabletop DP
Raymundo Verde: 1st AC
Luis Aldana Meza: DIT
Gerado jose Sanchez: VTR
Daniel Villagomez: Drone OP
Nayeli de Alba: Wardrobe Stylist
Julieta Stefanoni: Wardrobe Coordinator
Daniela Rodríguez Guardado: Wardrobe Assistant
Francisco Javier Barrera Cerón: Wardrobe Assistant
Chela Olea: HMU
Borja Conde: Socials DP
Rulo Castellanos: Digitech Socials
Sergio Garcia: Social s1st AC
Alex Wolff: Camera M28
Ash Alexander: Stills Lighting Tech
Hugo G. Chaparro: Stills Lighting Tech Asst.
Diego Ramos: Digitech Lifestyle
Yuria Valdez Careaga: Digitech
Evie Shandilya: Photo Assistant
Yanga: casting
Paola Gomez: talent Manager
Paulina Maqueda: Casting Supervisor
Fernando Torres: Locations Manager CDMX
Paulina Paramo: Locations Manager GDL
Edit:
Jon Legere: Executive Producer
Matthew Beck : Editor
Brad Tangonan: Asisstant Editor
Teddy Poppick : Post Producer
Color
Kath Raisch: Colorist
VFX
Oliver Eid : VFX Artist
Adam Raickovich: Assistant VFX Artist
Music & Mix
Remix by: Lao (NAAFI) & The Elements Music
Creative Directors: Nick Maker, Ian Dalsemer, J Bonilla, Dan Bewick
Additional Music Production: Gareth Smith, Habib Mourra
Producer: Belle Newman
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