Tequila Don Julio Rosado is aged at least four months in Ruby Port wine casks (giving it a pink hue—this is the important part). With a light fruity flavor, Rosado is meant to be the perfect invitation to celebrate in the daytime. In the film, we bring viewers into the magical Rosado world where the feelings you get from the most extravagant night out are brought to life in the daytime.

Filmed in Mexico and featuring a diverse cast of talent from various backgrounds, the spots take us through the Tequila Don Julio Rosado world and transports you to a fantastical place with a bit of magic. Modern disco meets Mexican luxury, where you can roller-skate with disco pumas or grab a bottle of Tequila Don Julio Rosado from a cloud – all under a perfectly pink sky.

Tequila Don Julio Rosado is the latest permanent addition to the brand’s growing portfolio of luxury offerings. Diageo needed a film to introduce the new Reposado tequila to the world. A film that leaned into the hue and the feeling of the light, fruity, day-time inspired drink. Our objectives with the campaign were to bring viewers into the Rosado World, honoring, introducing and celebrating the new drink, while also honoring the brand's roots in Mexico. From Music to style to art, we leaned into modern disco meets Mexican luxury. With a friendly and fun hero roller skater to take viewers on a journey through the world.

The director was tasked with creating a never before seen world from scratch inspired by a brand-new product that didn't exist on the market... A daytime Rosado tequila. With a groundbreaking product meant to buck the tradition of tequila being a nighttime drink, this commercial needed to be bold and introduce a new way of sipping tequila as a daytime cocktail.

The goal of breaking this stereotype was to create an aspirational idyllic pink-tinted world inhabited by disco pumas, floating cloud tables, a round pool table with pool balls that break into limes and other fantastical elements. The director created this world from scratch through surreal sets, VFX, make-up, hair, and unconventional styling. To help ground this fantastical world with a smidgen of reality, the director created an iconic character of the roller girl to be our relatable guide through the world's various areas.

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