A brand film that tells the story of tequila’s journey from the plants to the celebrations, while honouring the Jimadores who have cultivated agave for generations.
It balances heritage with innovation, showing the modern techniques that ensure tequila’s future.
The creative team researched tequila’s dual image. On the one hand, the artisans in Mexico, but on the other an essential part of global cocktail culture. The solution was to blend both realities visually. Pre-production involved interviews with Jimadores and distillery operators, while the filming schedule was built around gorgeous light moments to reflect the rhythm of land and labour. Internally this film became a benchmark for Diageo’s storytelling, inspiring cross-platform content and immersive brand experiences. For their audiences it reframed tequila as a cultural and sustainable icon, not just a drink. For Quite Frankly it has won us multiple awards.
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