To launch his new premium tequila, Sauza 901, Justin Timberlake teamed up with Miami-based agency La Comunidad and production company Strange Beast to create an online spot entitled “The Journey of Don Sauza.”
La Comunidad came to production company Strange Beast with the challenge of encapsulating the combination of Timberlake’s new premium tequila with brand founder Don Cenobio Sauza’s tradition; the overarching theme being “Premium Remastered.” To accomplish this, director Piccadilly Curtains employed in-camera projections to surround Timberlake in Sauza’s world. Curtains led a team of over 40 animators to who worked around the clock to bring the projections to life. The final product captured almost everything in-camera.
“I wanted to create a single, installation-type space which was a real-world representation of an ‘exploded’ diary or book, with large screens representing the cover and an array of smaller page-like projection surfaces where Justin could literally become immersed in the knowledge and words contained within,” explains Curtains. He adds that “Justin was instrumental in pulling this whole thing together on the day. He was a real joy to work with. Finding the right path both he and the camera should take around this world and hitting that balance between beautiful abstractions created by the projections and keeping the coherence of such a strong narrative script made for an exciting day.” Stick around for credits after the jump.
Credits:
La Comunidad
CHIEF CREATIVE OFFICER: Jose Molla
CHIEF CREATIVE OFFICER: Joaquin Molla
MANAGING DIRECTOR: Luis Montero
VP OF INTEGRATED PRODUCTION: Laurie Malaga
GROUP CREATIVE DIRECTOR: Rodrigo Butori
SENIOR ART DIRECTOR: Chris Berry
ACCOUNT SUPERVISOR: Derek Channell
PRODUCTION COMPANY: Strange Beast
DIRECTOR: Piccadilly Curtains
DESIGN / ILLUSTRATION: Barry Bruner, Sarah Orenstein
LIVE ACTION PRODUCER: Paul Middlemiss
POST PRODUCER: Mei-Ling Wong
EXECUTIVE PRODUCERS: Sam O’Keefe
Post Production/ Animation Credits
ART DIRECTION: Elliot Blanchard
DESIGN / ILLUSTRATION: Barry Bruner, Sarah Orenstein
ILLUSTRATION: Arthur Metcalf
CELL ANIMATION: Arthur Metcalf, Jules Guerin
2D ANIMATION: Paul Todero, Steven Lee, Arthur Metcalf
PREVIZ: Joshua Delaney
EDITOR: Maria Diakova
COLOUR CORRECTION: Matt Turner @ Absolute Post
FLAME: Dirk Greene
SOUND DESIGN / COMPOSITION: Cam Ballantyne @ Beatworms
Live-Action Credits
PRODUCTION SUPERVISOR: Matthew Squires
ASST. PROD.SUPERVISOR: Kristi King
PRODUCTION ASSISTANTS: Whitney Jackson; Kyle Koromaldi; Glen Curtis; Patrick Quinn; Nick Portaro
DIRECTOR OF PHOTOGRAPHY: Tristan Sheridan
1st ASSISTANT CAMERA: Adam Cowan
STYLIST: Joseph Turla