Jake Scott of RSA Films directed this long-form online spot that celebrates the rich heritage of the Tequila Avion brand, with a wink toward the dream of having tequila with the gods.
Conceived by agency Opperman Weiss, this piece is part of a campaign which launches Avion’s new brand platform Yo/Elevado, paying homage to the brand’s birthplace of Jesus Maris Mexico, which sits 7,000 feet above sea level.
Client Tequila Avion Agency Opperman Weiss Paul Opperman, writer; Antonio Navas, creative director; Mark Johnston, executive producer; Julian Shiff, managing director. Production RSA Films Jake Scott, director; Jules Daly, Tracie Norfleet, exec producers; David Mitchell, producer; Chris Soos, DP; Hania Robledo, production designer. Production Service Company The Lift, Mexico City Editorial Bug Editorial Andre Betz, editor; Caitlin Grady, exec producer. Postproduction The Mill NY Fergus McCall, colorist; Natalie Westerfield, sr. color producer. VFX Blacksmith Danny Morris, Flame artist; Charlotte Arnold, exec producer; Noah Talvin, producer. Music Elegant Too Chris Maxwell, Phil Hernandez, music. Audio Post Heard City Cory Melious, mixer; Gloria Pitagorsky, managing director; Sasha Awn, producer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
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