Using only three ingredients–agave, water and yeast–Patrón still makes tequila the hard way–by hand. This spot features a group of Patrón Tequila’s artisans–a jimador, tahona miller, fermenters, distiller and bottlers coming together to celebrate the art of making tequila by hand.
Directed by Airton “Tino” Carmignani via production company Loveboat for agency MullenLowe Los Angeles, this commercial titled “Our Hands” centers on the hands that come together to make Patrón Tequila. The film uses music and visual performance art to bring to life the brand’s ethos that every bottle of Patrón embodies–made by hand and crafted with passion. The artisans’ hands are used as instruments to create the percussion of a soulful and energetic piece of music, paired with the elements and tools that represent Patrón Tequila’s craft.
To showcase the power of creating by hand, Patrón partnered with talented Mexico-based designer Sandra Weil who outfitted each tequila artisan in hand-cut, hand-sewn garments – and enlisted Grammy Award-winning artist and innovator, Andrés Levin who produced the film’s sounds and music.
Credits
Client Patrón Tequila Agency MullenLowe Los Angeles Laura Sampedro, Carlos Alija, executive creative directors; Victor Monclus, creative director; Fabio Brigido, head of design; Ashley Suarez Wood, associate creative director, writer; Mary Wuench, associate creative director, art; Michael Marchecko, art director/content photography; Rafa Rosa, sr. designer; Bib Bonani, group strategy director; Christian Franco, associate strategy director; Kate Hildebrant, VP, head of integrated production; Judd Stricker, producer; Karen Youngs, VP, director of art production; Aubrey Hayden, VP, executive content producer; Emile Doucette, SVP, director of editorial; Andrew Mui, editor/shooter; Dan Howell, VP, director of integrated Studio; Jorge Noujaim, associate motion design, director; Robert Lujan, motion designer. Production Company Loveboat Airton “Tino” Carmignani, director; Jeff Baron, managing prtner; Rachel Curl, exec producer; Tiffany Che, production supervisor; Gui Marini Da Silva, production designer; Sally Hanson, producer; Dustin Lane, DP; Scott Harris, assistant director; Sandra Weil, fashion designer; Andrea Mendez, stylist; Monica Mendoza, design director. Production Services Story Carlos Estrada, producer; Priscilla Reed, choreographer. Editorial Lockt Dan Abraham, lead editor; Rebecca Jameson, exe cproducer; Jess Berry, post producer. Finishing Shape + Light Cara Lehr, exec producer; Rob Trent, creative director; Aaron Neitz, VFX supervisor/lead Flame. Music Supervision Tribe Caribe Andrews Levin, composer & music producer; Jaxx Landry, music producer.
Apple’s holiday ad--“Heartstrings,” launched ahead of International Day of Persons with Disabilities--introduces us to a father with mild-moderate hearing loss. But thanks to the clinical grade Hearing Aid feature on AirPods Pro 2, he can now hear his daughter playing the Crosby, Stills, Nash & Young classic “Our House” on her new guitar, just unwrapped on Christmas morning.
The breakthrough ability to hear clearly is all the more impactful in that it comes after we journey with the dad down memory lane as he recalls his daughter’s first guitar, her birthday, her first day of school--though the sound of his flashbacks is muffled. But once he activates the Hearing Aid feature, dad can properly hear his daughter in the present--and with that even the memories can be heard clearly.
“Heartstrings” was directed by Henry-Alex Rubin of production house SMUGGLER for TBWAMedia Arts Lab Los Angeles, with sound design by three-time Oscar winner Paul N.J. Ottoson who helps us experience the father’s hearing loss and then its restoration. (Ottoson won two Oscars for The Hurt Locker--for best sound mixing and best sound mixing--and another for best sound editing for Zero Dark Thirty.) Read More
