“To team up with Easy Mondays is like being on a trip with a bunch of cool-geek-responsible-foodie friends who push everything to make the production process into the most perfect, unforgettable adventure you’ve ever had,” says director Alina Montero of her maiden project with the company, which she joined this month. “They’re careful and precise but also warm and always cheery.” “La Familia” – infused with warmth and laughter of its own, plus mouthwatering dishes – is one of two spots created via Fitzco and produced by Easy Mondays for Cholula (the other is “Shake”). The campaign celebrates Cholula’s authentic Mexican heritage, as its signature wood-capped bottle is passed from kitchen to kitchen, and table to table, in homes and restaurants.
“Alina’s commitment and passion is evident in every frame,” says Easy Mondays Founder/EP Asori Soto, who last week announced the addition of Montero to the company roster. “And it was wonderful to collaborate with the Fitzco team. They cared about the heart and soul of this spot as much as Alina did, and that’s why we ended up with such a beautiful film.”
Montero says that working “with a team of clients and creatives diverse as America itself was, for me, a rewarding experience, where the vision of this project was enriched with different cultural backgrounds that brought to life a campaign that shares Mexican tradition from a very contemporary, diverse, and fresh look. This project was full of fun, laughs, cooperation, and a great effort to communicate and brilliantly share a fantastic product. It was a delight to be part of it. I hope this campaign brings flavor, color, and a little spice to anyone who sees it!”
