Justin Timberlake stars in tequila spot
Who better to hire to star in a digital campaign for Justin Timberlake’s new brand of tequila, Sauza 901, than the man himself.
In the uber-cool black and white spot, titled The Journey of Don Sauza, the popstar swaggers his way through a large industrial-type space while explaining the philosophies of Don Sauza, founder of the Sauza tequila distillery.
Timberlake collaborated with Miami-based agency La Comundad and production company Strange Beast on the advert, which features several in-camera projections. Directed by Piccadally Curtains, the project required the talent of 40 animators working non-stop to bring the projections to life.
The director said: “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.”
He added: “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.”