BRAND STORY:
Camarena Tequila is crafted from 100% Blue Weber agave grown in the rich volcanic soil of the Arandas Highlands in Mexico, where the high altitude and slow maturation process create complex, flavorful agave. The brand combines traditional and modern techniques to produce its award-winning tequila. This includes using stone ovens for cooking, a proprietary yeast strain for fermentation, and copper pot stills alongside a special tequila column still for distillation. The balance of these methods ensures that Camarena Tequila consistently delivers high-quality spirits, highlighting the patience and precision that go into every bottle.
CAMPAIGN TAGLINE:
SECONDARY HEADLINES
***Due to brand team and product availability, the video production for this project must take place in the United States or Canada***
From hidden rooftops to nearly empty dive bars, adventure can be found in the most unexpected places with the right friends by your side and a Camarena Tequila cocktail in your hand. We're looking for a filmmaker who can bring this bold spirit to the small screen as Camarena Tequila wants to make more people aware of the great tequila they make, and the even better vibe that comes with it. The goal of this project, then, is to create three dynamic six-second videos that prominently feature the trademark bottle in order to increase brand awareness.
It's important that the bottle itself is immediately and prominently displayed in these videos. It should serve as a central visual anchor in each scene. Each video should feel authentic, spontaneous, and rooted in the everyday adventures of young, diverse groups of friends. Scenes might depict gatherings at hidden urban gems, cozy back porches, or dive bars that become unique, impromptu playgrounds. Whether it’s transforming a rooftop into a vibrant hangout or finding magic in the ordinary, the action should embody Camarena’s tagline: “Run with the Restless.” Find additional secondary headlines in the Background below that help communicate the essence of Camarena Tequila.
In planning out your videos, draw inspiration from these provided scripts, keeping in mind for the most part we want new approaches to this creative. It is important, though, that one script follow the structure of "Bars Unknown," showcasing quick snapshots of a few different interesting locations visited by this fun group of friends. You may notice that the bottle shape itself somewhat resembles a door. The Camarena team is interested in ways that you could incorporate this symbolism of Camarena opening the door to the unknown in clever, creative ways whether that's cross-dissolving into the dive bar saloon door, or having the camera push through the bottle itself. Importantly, though, you cannot distort the bottle in any way.
These videos are only six seconds; they also need to both prominently feature the bottle and display the tagline as on-screen text. This means that location scouting and production design will be paramount in establishing the energy of the scenes in a short period of time. Whether it’s a nearly empty dive bar, a secret hilltop stadium soccer game view, or even a remote airport headed to destinations unknown, the settings should evoke a sense of discovery and belonging. Don't stick to just these suggestions, though, as Camarena wants to explore locations beyond what's in the script; think on creative and unexpected locations an adventure where someone who Runs with the Restless might take you. A key element of a successful pitch will be the creativity of the locations you suggest, and your ability to show that you can establish a lived-in feeling to a short clip through strong production design. As you're thinking of these locations, do keep in mind the practicality of people being able to safely drink there; we want to feature out-of-the-ordinary but not careless so make sure to avoid any illegal or blatantly irresponsible locations. Similarly with casting, the talent needs be instantly recognizable as someone who fits the Camarena aesthetic, effortlessly cool, locally knowledgeable, and fun to be around. It's important to keep in mind that actors need to be over 25, and they need to appear to be at least 21 or older. As these videos revolve around a group of hearty friends, we're expecting at minimum 3 talent, but likely expect more than this as they should represent strength in community. It's important to have a young, diverse, mixed gendered group.
Naturally, also of high importance, is the appearance of the drinks and the bottle of Camerana Tequila itself. You'll be featuring the Camerana Silver bottle. Outside the bottle, it should be consumed as cocktails and NOT shots. Drinks should be simple yet elegant—margaritas or cocktails in rocks glasses with lime-salted rims. Beverage styling should ensure consistency and visual appeal while emphasizing the craftsmanship behind every drink. We are asking that you plan to have a professional drink stylist to enhance the deliciousness of the drinks and consistency within these setups.
Voiceover can be used but needs to work with sound-off for platforms like Instagram and Facebook. Videos will also need to be reframed for social aspect ratios like 9x16 and 4x5, so as your framing be mindful to keep the bottle and core action consistently centered to maintain focus and impact across formats. You will need to pull 15 high-res stills from the video footage to be used in out-of-home physical executions. It's important that you plan for high-resolution capture and even consider higher frame rates to ensure these assets are sharp and usable for larger formats.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There will be 9 video assets and 15 still assets
EXPECTED TIMELINE: HERE
RELEVANT ASSETS: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as it is NOT limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE: Men in their late 20s who like tequila and local adventures, especially those identifying as latino.
TONE/FEEL:
EXECUTIONAL MANDATORIES:
In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors.