For eleven generations, the masters behind Maestro Dobel Tequila have been perfecting the art of the smoothest sip. The family owned business maintains its home in the western state of Jalisco, Mexico where they are tied to the deep traditions of tequila craftsmanship. However, they are anything but stuck in the past. After creating the first ever multi-aged clear tequila – also known as Cristalino tequila – the family continues to push for exceptionalism and magic in every bottle.
Wanting to capture that sleek first sip feeling in this latest spot for the beloved label, Director Emma Westenberg, alongside The Lift Producer Helena Medina and Executive Producers Carmen Valdivia, Jackelyn Calleiro, and Gabriel Stavenhagen leaned into the mechanics of magical realism and the technicalities of tequila production. “It was really interesting and fun to learn about the tequila making process while we were prepping for the shoot,” Emma recalled. “Even though our spot is set in a magic realist world, it helped us tell the narrative about tequila. Jalisco was also so beautiful and colorful, such a wonderful place to shoot.” The spot capitalized on the natural beauty of the region, capturing the sweeping landscape of the agave fields as jimadores slice away the plant’s spiky leaves in perfect unison.
Shooting the natural landscape also came with challenging conditions, such as extreme heat. “It was incredibly hot,” Emma added. “Our DP almost had a heat stroke!” But thanks to the extremely supportive and professional crew, everyone was able to push through and create a beautiful spot. “Although we didn’t plan it, we had an all female crew. I think we made a great team and it was an amazing experience. Everyone was so fun to be around.”
This project allowed us to explore a narrative that is integral to Mexico’s culture and we could not be happier with how the spot turned out. Check it out below!