Cannes Lions

Just Refined Enough – Hands

CP+B, Los Angeles / PROXIMO / 2017

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The film depicts a man with two sides: a refined pianist, and a tough boxer. Over the course of the film we cut between his duality. Going back and forth to reflect how our character wrestles with being rough yet also refined. His fists hit his opponent, and his bruised hands hit the keys on a piano. He recovers to beat his opponent as the piano playing transitions from delicate to a fierce climax. The film ends with the brand message of Just Refined Enough. Reflecting both our character’s juxtaposed nature and the refined yet uncompromising tequila of 1800.

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