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. Read more