My most recent work for Buchanan’s Whiskey has allowed me to be more involved throughout the creative direction and conception for several key components for a new global pitch.
With previous experience helping The Buchanan’s team develop creative for their OOH campaigns, trains wraps, tour bus wrap, station dominations, and posters for J Balvin’s Arcoíris Tour, I took on the challenge to assist the creative team with their new creative direction development for the “Greatest Collab” for social platforms as well as their new campaign “ Share something great” which includes film, tv, radio, ooh, and POS. “The Greatest Collab” revolved around the collaboration of J Balvin & superstar beat maker Tainy, who will lay out the track and foundation for the next biggest hit. Additionally, this new song will be released by 10 other global artist on the rise who will put their own spin to this iconic track. Campaign creative included bilingual OOH, YouTube Miniseries, a Spotify Partnership, and new POS Visuals. ‘Share something great” truly revolves around the idea of sharing quality time with loved ones even though we may be experiencing some distancing due to the Pandemic. We focus on the energy that our hands bring to the film by developing macro shot of hands, we help build the momentum and energy that can be produced at home while setting up for a virtual dinner party. We also bring that same energy onto our Zoom Grid inspired OOH creative.
Creative Team:
Alvaro Soto - Associate Creative Director
Shina Lee - Art Direction
Bruno Carvalhaes - Associate Creative Director
Chance Medder - Design Director
Rodrigo Rivera - Art Direction/Design
Adyam Kidane - Project Manager
Share Something Great | Film, Social, POS & OOH
Global Point Of Sale Creative
North America OOH
North America Film
T V S C R I P T : 3 0
A catchy expectant beat brings us straight into our film, the kind of beat that you can’t help but dance to. As the camera pulls backwards in a festively decorated kitchen, a hand comes in from the right side of frame with a gleaming green bottle of Buchanan’s, and then another hand from the left, holding an empty glass.
As they come together for a pour, the camera dives in to capture, or seamlessly cuts to the swirling liquid, as we confidently assert that Buchanan’s is the start to every good party.
VO: Tonight we share
Excited characters prepare for the festivities. Hands adjust a green tie, paired elegantly with a stylish shirt and watch, smaller hands with long nails search for the perfect patterned dress on a rack, a tattooed hand bumps up the stereo, someone with gold rings adjusts some white string lights on the patio, hands turn on disco lights in the living room, illuminating the scene
VO: With close friends and closer family
We match cut seamlessly to the kitchen, where an older pair of hands teaches a young woman the proper way to knead masa for pupusas, as a bottle of Buchanan’s sits on the table amongst the other party ingredients, an essential part of our celebration. And with this moment of connection, a skill is passed from one generation to another – the connection between characters begins and never breaks.
VO: Tonight, we open our doors, set our tables, and pull up chairs.
A vibrant energy builds up as our music builds up with more layers, as interesting characters taste-test food in the kitchen, dance to the rhythm while they cook. Friends exchange a hearty laugh. Someone’s dancing hands cut seamlessly with Buchanan’s as it pours into a drink mixer for a cocktail.
Hands carry a final dish to a table, where a man with ornate rings and a solid colored shirt gestures and tells a story with his hands, as our camera pulls out to reveal some flan and a bottle of Buchanan’s between the attentive, listening guests.
VO: Tonight we share stories
The beat of the music builds even more, as charming faces laugh and shake their heads, rolling their eyes lovingly at the story they’ve heard a million times since they were kids. Our camera never stops moving, using their laughter and gestures to keep the energy moving as we pan past them and intercut to the rhythm.
VO: Laughs
One of the guests from the previous scene covers their face with their hands as they laugh, and that cuts to a close up of a dancing man with the funniest of moves, and as we pull out we see his family watching him. Someone makes a ‘yikes’ face in a close up, and the camera movement follows their eyes to the side, as the music cuts out for a moment and a VO whispers
VO: And awkward silence
From the eyes our camera pans to a matching pan on two other people’s laughing faces, as the music comes back in, the beat even stronger now, jumping right back into the party.
VO: Tonight we remember the things that need remembering and forget about everything else.
We cut to a young couple, dressed up in their favorite fits and jewelry, makeup done. In a moment that feels different from the rest, they LOOK at the lens, and engage the viewer: blowing a kiss, waving, or clinking their glass at the screen, and this leads to our finale….
We pull out from that couple to reveal a lively mosaic of their Zoom screen, all their family and friends dressed up and hyped up for the party together. Everyone talks, laughs, and dances in their respective homes, connected all the same.
VO: Tonight we share something great!
We cut to end card.
ENDCARD: Buchanan’s. Life is Better Shared.
Film Casting
We’re looking for authentic, interesting people with unique, relatable qualities.Each character’s warmth and personality should jump off screen, reminding viewers of their own stylish friend, mother, or charismatic grandma. We should cast from real families as well as traditional actors, looking for naturalism, effortless dancing skills, and interesting looks. No perfect models.
We need to represent a diverse mix of ethnicities: Hispanic, black, white, and ethnically ambiguous cast members that feel like extended family/friends. We’re not specifically highlighting Mexicans or Peruvians or Ecuadorians, we’re ideally trying to display a diverse set of Hispanic nationalities. We should find characters with a cool look and charming imperfections–a cute mole or freckles won’t be covered up, but celebrated.
Main Family Overview
A Hispanic family of 5 who live together under one warm roof. Mom, dad, their two sons and grandma. Mom and dad couldn’t be happier to have the family back together again after a time of separation, where grandma can finally teach her grandsons how to make her famous pupusas. This group is close, sweet, loving, playful, and it shows. They occupy a kitchen and family room.
Second Family Overview
We have a fun family of four. The uncle is an eccentric storyteller - intimidating on the outside, but a softy on the inside. He’s the brother of the father from the main family. His wife is his equal with sass and attitude. Their two daughters, who are stopping over for dinner, admire their parents, but don’t take them too seriously. They occupy the patio and dining room.
Roommates
Three stylish, extroverted young adults in their late 20s to mid 30s who are leading interesting, creative lives. Our most social cast-members, they’re friends with one of the uncle’s daughters, and bring more diversity to our cast. They occupy the apartment living room.
Cooking Couple
A young couple in their late 20s to early 30s. They’re the chefs of the family, who bring their unique flavor and flair to every occasion. To them, cooking is part of the party. One should be visibly Hispanic, and they’re family friends. They occupy the kitchen.
Lovebird Couple
An older couple in their early to mid 30s. Both are realistically attractive, and madly in love - we’re all jealous of their chemistry. One is visibly Hispanic, and is related to the main family but has moved out. They occupy the living room.
Set Design
Main Family Kitchen
Main Family Living Room
Music Approach
Our music will start out on a more traditional (but not too old-fashioned) Cumbia rhythm pattern. This will establish an authentically Latin atmosphere from the very beginning, as well as complement the more family-oriented opening scenes (Main and Uncle families).
Being already a genre of Latin music and dance, Cumbia will allow us to ramp seamlessly up into a contemporary dance track with a heavier and modern bass beat as we transition into the party scenes. This transition will also be supported by shifts in instrumentation and melodic treatment.
Film 30’s, 15’s, & 6’s
Global Brand Activations
Our brand activation revolves around collaboration. We’ll teaming up with J Balvin and Tainy to create the lyrics and beat for an up-and-coming top charting Single. We will then share the song with up-and-coming musicians, challenging them to develop their own version of it. Ultimately, we’ll pick the 10 best version, develop some hype around this epic collaboration, and release the tracks on Balvin’s Spotify and across all of our social channels.
MUSIC VIDEOS: WE’LL RELEASE EACH SONG WITH ITS OWN MUSIC VIDEO TO GIVE THESE ARTISTS AS MUCH EXPOSURE AS POSSIBLE.
MINI SERIES: WE’LL USE OUR SOCIAL CHANNELS TO SHARE THE JOURNEY OF EACH MUSICIAN AND THE MAKING OFF OF THE THEIR SONGS.
THE PLAYLIST: J BALVIN WILL SHARE THE PLAYLIST ACROSS HIS SOCIAL MEDIA CHANNELS, AND FEATURE IT ON HIS SPOTIFY HOMEPAGE. PUTTING THESE YOUNG MUSICIANS IN FRONT OF OVER 40 MILLION POTENTIAL FANS WORLDWIDE.
THE CONCERTS: WE’LL HAVE EXCLUSIVE CONCERTS IN COLOMBIA, MEXICO AND THE US, WHERE OUR 10 ARTISTS WILL GET THE CHANCE TO SHARE THE STAGE WITH BALVIN AND TAINY.
SWEEPSTAKES: WE WILL PROMOTE THE COLLABORATION AT OUR POS BY CREATING SPECIAL EDITION PACKS THAT WILL COME WITH THE ALBUM, AS WELL AS CODES TO UNLOCK FREE TICKETS FOR THE GREATEST COLLAB CONCERT IN THEIR CITY.
TALENT: WE WILL PARTNER WITH REMEZCLA TO IDENTIFY AND CURATE NEW TALENTS IN OUR KEY CITIES.
Global Activations Overview
Buchanans Mixes | TV Spot, Supers & Banners
Buchanan X J Balvin | Arcoiris Tour
Es Nuestro Momento | OOH
