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La Comunidad, Justin Timberlake Launch Sauza 901 Tequila

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

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