Award-winning director Mark Kudsi’s inaugural project with a White Label S/R Product is the epic Art of Patron Virtual Reality Experience via agency Firstborn. The sensorial immersion involves a groundbreaking blend of Virtual Reality Technology, Drone filming and photo real CG to transport participants to Patron’s Hacienda and experience its unique, handcrafted process as guided by the brand’s signature bee. The virtual reality experience is a centerpiece of Art of Patron events being held around the country. An interactive, 360 web version can be viewed at

Agency Firstborn approached Mark Kudsi to collaborate on this signature project early in the process. Traveling to the Hacienda Patron distillery in Jalisco, Mexico, the production and agency team investigated elements they could bring to the screen that would dramatically and authentically translate the Patron bespoke process. Four weeks of R+D, testing and previs was necessary to develop the methodology to bring this world to life.

“Nothing had been done exactly like this before so the investigative phase was vital,” explains Kudsi. “What was particularly exciting for me was pushing into this new technology because it serves this story. It transports, entertains and provides a deeper understanding of the art and craft of Patron. It’s a window on a world people wouldn’t otherwise experience.”

For the live action shoot, which accounts for the majority of the experience footage, a Drone was specially outfitted with seven GoPro cameras to capture the tour in and around the Hacienda distillery. The team designed a way for everyone to view what was being shot realtime, and preview it in an approximated VR space before moving on to the next set up. Binaural (3D) audio was also recorded throughout the shoot, so that the collected sound from all directions would ensure an experience natural to human hearing. Photoreal computer generated imagery crafted and integrated by the teams at Firstborn and Legend 3D to create smooth transitions, which can otherwise be jarring in virtual space, and to take the viewers through areas the camera could not travel, like through a keyhole. These elements were seamlessly united for a truly immersive journey. 

The project was an ideal match for director Kudsi who creates visually striking projects with compelling and emotionally resonant narratives. One of the original members of the creative collective at Motion Theory, Kudsi’s background includes a distinct combination of creative direction, design, photography and a deep passion for music.  In the commercial realm, he has lent his talents to the launches of several notable brands and products including the Apple iMac with Retina display, reintroducing North America to Fiat, the launch of Nintendo’s Wii U gaming console, and campaigns for Glad, HP, Microsoft, Google, Sears, among others. Kudsi’s breakout work on The Black Eyed Peas’ technology-infused “Boom Boom Pow” music video earned him a Grammy Award and he orchestrated a playful jungle inspired narrative for Katy Perry’s smash-hit “Roar.”

“I have had the good fortune to work with a wide variety of executional styles, finding different ways to communicate human stories,” explains Kudsi. “a White Label S/R product is comprised of people who embrace a spirit of story-driven exploration with a design perspective, and I am excited to kick off our collaboration with this spectacular project. It’s a leap into new territories literally and metaphorically.”

At a White Label/Sibling Rivalry product, Kudsi joins a roster of internationally known directors and director/designers.  a White Label S/R product a creative collective that works across all platforms creating experiences that entertain and engage. The company’s methodology is driven by ideas and fueled by collaboration with agencies and brands. Find out more at

Screenwork Credits
Agency: Firstborn
SVP, Executive Director: Crystinue Cho
VP, Content Development: Seth Tabor
Senior Producer: Laura Rosenblatt
Producer: Steve Cozzarelli
Post Producer: Erik Gullstrand
Producer: Jillian Likens
Creative Directors: Jonathan Kim & Cameron Templeton
Technical Director/VFX Supervisors: Jay Harwood & Jordan Harvey
CG Artists: Ron White, Mike Bourbeau, Yun Chen, Michael Kuzmich, Kyle Anderson, Fausto Tejada, Jordan Blit, JC Cuadra, Isaiah Palmer, Anthony Patti
Lead Compositor: Jacob Slutsky
Compositors: Bruno Ferrari, Aaron Baker, Fred Kim, Jose Lopez, Greg Silverman, Aaron Kemnitzer
Senior Editor: Emily Sheskin

Production: a White Label S/R product
Director: Mark Kudsi
Executive Producer: Annique De Caestecker
HOP: Mari Geraci
Producer: Anna Joseph

Stereo Conversion: Legend 3D
Matt Ackey
Justin Denton

Music & Sound: Ant Food
Composer/Creative Director: Wilson Brown
Engineer/Composer:  Charlie Van Kirk