unearth the spirit

Mijenta asked us to develop their first international campaign and brand platform that tied their B-corp tequila back to the surreal folklore surrounding their brand. The creative direction led with the key belief that nature is the magical source behind which all great creations are born, and through respecting our connection to this source do we yield the best results. Inspired by magical realism, eclipse lighting, the feminine perspective behind a women-led brand, and the curious spirit of the rabbit, we ended up with a visual story that felt both artisanal and mystical.

Role: Creative Director, Director

Agency: SomeOddPilot

Client: Mijenta Tequila

  • Creative Director: Kara Hamilton

    Director: Kara Hamilton

    Producer: Katey Meyer Evans

    Account Director: Ellen Evangelides

    Editor / Sound Design: Aliya Haq

    Integrated Producer: Alexandra Buhrow

    Edit Assist: Ellie Hall & Andy Ramsey

    Copywriter: Landon Groves

    Design Lead: Sabrina Siegel

    Strategist: Patrick Collins

    Creative Strategist: Kim Yeoh

    Creative Oversight: Chris Eichenseer and Anton Jeludkov

    Strategic Oversight: Annika Weilander

    Client Services: Justin Hoot

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    Vid Production:

    Colorist: Robert Morrow

    Sound Mixer: Andrew Tereick

    VFX: Jeremy Freedberg

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    Studio Production:

    Photographer: Vince DeSantiago

    Photo Assist: Sam K Fare

    DP / AC: Kevin Veselka

    Gaffer / Grip: Chris O’Malley

    DIT: Kevin Briggs

    Swing: David Keyser

    Set Stylist: Dom Cordilla

    Set Assist: Alibe Brambila-Navarro

    Mijenta Beverage Director: Brad Bolt

    Studio Photo Retoucher: Vince DeSantiago & Kara Hamilton

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    MX Production:

    Production Company: Green is Good

    Photographer: Carson Brown

    Photo assist: Gustavo Ramirez

    Lifestyle Photo Retoucher: Jon Aguayo

    DIT: Paula Vazquez

    AD: Viri Farias

    2nd AD: Belen Salcedo

    DP: Yojanan Montano

    AC: Carlos Jimenez

    Gaffer: Aldo Marquez

    Grip: Luis Alfonso Sevilla Varela

    Grip: Erick Fernando Gama Flores

    Grip: Eduardo Rodriguez Gomez

    DIT: Sam Campos

    Video Assist Operator: Gustavo Campos

    Video Assist: Rafael Ramirez

    Video Assist: Maximiliano Yanez

    Stylist: Rogelio Torres

    Stylist assist: Dennise de la Rosa

    Makeup: Frank Villa

    HMU assist: Jorge Moran Santoyo

    Art Director: Jeffrey Perez

    Set Dresser: Carlos Ernesto Castanon

    Art Assist: Efren Padilla Sanchez

    Art Assist: Gustavo Espinoza Garcia

    Swing: Eduardo Sanchez

    Producer: Mayte Arenas

    Producer Assist: Fer Balanza

    Runner: Victor Navarro

    Runner: Andres Tapia

    Runner: Edgar Torres

    Cam Handler: Guilen Errecalde

    Rabbit Handler: Armando Anaya

anthem video

Inspired by returning to the source, our concept told the tequila-making journey in reverse, ultimately revealing the Jaliscan soil that sets it all in motion. A magical pink-colored light carries through the out-of-time piece, as a call back to the surreal eclipse state, which is said to be when the best tequila is made.

This was the biggest commercial video production to date that I’ve directed, and I was so grateful to the amazing 40+ production team that made it all happen.

lifestyle photography

Inspired by the feeling of the sun and moon meeting, a pink-colored beam of light comes into play throughout our lifestyle world, giving the brand an ownable, unique take on the surreal.

product photography

Surrounded by organic ingredients that speak to the taste and place of our tequila. We created terrarium worlds for each variant that spoke to different times of day in Jalisco. We also used edible flowers as garnishes for a special artful touch.

design system

We created a brand system that balanced the organic ingredients with the mystic background behind the liquid. Designed with editorial type styles, agave pulp paper texture, and minimal illustrations.

director’s treatment

behind the scenes

Out in Jalisco, MX with an amazing crew, some inclement weather, and a very well-behaved baby bunny.