Process Creative

Don Julio Gonzalez began his passionate pursuit to create the world's original luxury tequila in 1942. Now, three years after his passing, we worked with the brand to commemorate his determination and passion through this film.

Our goal was to create a feeling of nostalgia, when recalling the memory of Don Julio. A film that allowed a rare first-person glimpse into the story and intention behind Don Julio, as if he was alive today. The voice over is spoken by the man himself in his last known interview.

When developing the story for the film, we had a lot of conversations about memories. And in our conversations we repeatedly came to the reality that in our own stories and lives, our personal memories are blurry in places, and very specific in others. They aren’t always complete. They’re fragmented. We wanted to create moments in the film where it felt as if you were reliving a memory stored away in Don Julio’s mind. This idea needed to be translated as a visual theme to the film. We achieved this by using a tilt shift lens on very specific images in the film, representing the point of view of Don Julio.

During the recanting of a memory, the sound and voices always seem to be muffled, almost underwater, as if over the years there have been cobwebs put in the place of you hearing those things clearly. But sometimes it's the opposite, a grain of sand can sound like an avalanche. We wanted all of the sound design to pull at this theme, and add layers to the memories, as to continue to create the nostalgia of the character of Don Julio.

Agency Credits //
Agency: Colangelo
Executive Creative Director:  Ben Applebaum
Creative Directors:  Chris Stevenson and Ryan Murphy
Director of Broadcast Production: Ilene Richardson
Broadcast Assistant: Jeff Colangelo
Managing Director: Joe Raimo
Account Supervisor: Kerry Powers

Disciplines //
Ideation
Direction
Production
Producer: Marshall McLaughlin
Cinematography: Austin Stoecklein

Post Production //
Editorial: Process
Color Correction/Compositing: Matt Fezz
Sound Design/Mix: Defacto Sound
Musical Composition: Tony Anderson

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Process Creative

Process Creative PRO

Our commitment is to tell stories people can believe in. Our films reveal the
who, the how, and the heart behind a brand, conveying a truth people can follow.

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