Bronze
Music & Sound
Music Adaptation - Song
| Entrant: | The Elements Music, Los Angeles |
| Brand: | Don Julio Tequila |
| Title: | "Por Amor: A Love Letter to Mexico" |
| Corporate Name of Client: | Don Julio Tequila |
| Agency: | Anomaly , New York |
| Group Creative Director: | Leanne Amann |
| Senior Art Director: | Bari Schechter |
| Agency Senior Producer: | Patrick Connor |
| Agency Producer: | Eve Mahaney |
| Agency Director of Music: | Ben Dorenfeld |
| Production Companies: | Unreasonable Studios, Los Angeles/The Lift, Mexico City |
| The Lift CEO: | Avelino Rodríguez |
| The Lift Managing EP: | Jose Barrera |
| Production Company Partner/EP: | Fuad Abed Dalton |
| Director: | JC Molina |
| Executive Producer: | Jon Legere |
| Production Company Line Producer: | Helena Medina |
| Director of Photography: | Flavia Martinez |
| Production Company Camera Operator: | Max Henderson |
| Production Company Production Manager: | Vladimir Espinosa |
| Production Company Production Designer: | Fernanda Contreras |
| Production Company Art Director: | Luz Marina Covarrubias Guzmán |
| Production Company Production Coordinator: | Anameli Ramire |
| Post-Producer: | Teddy Poppick |
| Lead Artist: | Oliver Eid |
| Editor: | Matthew Beck |
| Assistant Editor: | Brad Tangonan |
| Color Company: | Company 3, New York |
| Colorist: | Kath Raisch, CDMX |
| Sound Design Company: | Source Sound, Los Angeles |
| Music Production Company: | The Elements Music , Los Angeles |
| Music Producers: | Gareth Smith/Habib Mourra/Belle Newman |
| Music Supervisor: | Nick Maker |
| Music Composer: | Rafael Solano |
| Music Production Companies Creative Directors: | J Bonilla/Ian Dalsemer/Dan Bewick |
| Music Performed By: | Lauro Robles |
| Song Title: | Por Amor |
Description:
In producing the films, the brand sought to collaborate with a group of pioneering Mexican creatives - each of whom could leave their respective mark on this homage to the country and its culture.
For music, this collaborative approach led us to enlist a number of esteemed Mexican artists, with the goal of reimagining Rafael Solano’s 1968 Bolero classic ‘Por Amor’ - a song that embodies the spirit of the campaign.
For our Anthem film, we worked with Lauro Robles - better known as Lao of Mexico City-based record label NAAFI - on a custom remix of the track.
“NAAFI have grown from a misfit warehouse-party crew into perhaps the most visible group in Mexico’s underground-club-music scene” (LA Times). Today, the label has come to represent “the cutting edge of Mexican club culture”, and is part of a wave of club music from the Global South that has "helped to loosen the west’s stranglehold" on the scene, and “initiated a movement to decolonize the dancefloor” (The Guardian).
Stylistically, our remix aims to take the listener/viewer on a ride that encapsulates the spirit of a diverse Mexico. We launch into the visceral rawness and wild energy of a late night in NAAFI’s Mexico City, with driving percussion and the distinct shouts of a Sonidero.
Then, through an open agave field and the odd smoke-filled salsa club - find our way back to the vibrance of Solano’s original piece - a nod to the rich history and the heart of the brand.
Other films in the campaign - including Don Julio’s 70 tequila - required a more traditional, vintage-sounding live-band-approach. We worked with Camilo Lara AKA Mexican Institute of Sound, who - as well as being a celebrated DJ, producer and artist - worked as Music Advisor on Pixar's Coco. The track was ultimately recorded with a full band at Camilo’s Soy Sauce Studio in Mexico City.