RUN WITH THE RESTLESS VIDEOS FOR REFERENCE:
HELPFUL REFERENCE IMAGES FOR STILLS:
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 alleyways to rooftops and backyard games, there’s a special energy when friends come together over bold flavors, and to kick off a new partnership with Jarritos that's formed with this energy, Camarena Tequila wants to create a suite of content to showcase drinks that combine these brands, and reflect the spontaneity that brought them together. This'll be a mix of photography and video content that will celebrate the unforgettable moments when cocktails bring people together, in a tone that speaks to their tagline, "Run with the Restless," and that builds upon video work that they've created.
The goal of this project is to create that suite, led by sixteen vibrant still photos that highlight fresh flavor pairings, and supported by a single short :06 video that reflects work from Camerana's previous campaign. They generally want something that feels authentic, approachable, and full of energy, but for our hero stills, the focus will narrow in on the beverages themselves, and mostly only show the hands enjoying them. You’ll be capturing sixteen shots that explore four liquid colors and presentation combinations: highball glass cocktails, highball cocktails with tajín rims, Jarrito bottles, and Jarrito bottles with tajín rims. The supporting video should extend the adventurous spirit of Camarena’s "Run with the Restless" campaign, and feature actual visible talent at a friend group's soccer watch party in an off-the-beaten-path location, ala this video from that campaign, where you'll see a creative editing style that mixes photography with brief flashes of visuals that serve to capture the right vibe.
Each photo still should feel like a unique scenario, capturing the energy of friends enjoying drinks in different moments—backyard games, rooftop hangouts, alleyway gatherings, picnics, or casual beach bonfires. The stills framing should be tight on the drink, featuring only the talent's hand and arm. The background is meant to suggest the scene, not show it in full. It should hint at the unique adventure its holder is in the midst of, while largely fading away to draw the viewer's attention to the drink itself. The backgrounds of these beverage vignettes should capture a glimpse into the atmosphere of friends gathering in off-the-beaten-path locations—rooftops, alleyways, backyards, parking lots, or dive bars in a mid-sized, nondescript American city. As the stills will be used during a popular soccer season, and will be integrated with a smart TV sweepstakes, at least one shot should feature what could be a soccer games playing on a TV screen out of focus in the background.
We encourage you to get creative in your approach to hinting at the location of each setup, how can you maximize the feeling of "Run with the Restless" with only a subtle hint of background behind the hero drink? Ultimately, we're looking for one physical location that can serve to stand in for a wide variety of unique camera setups, and provide a range of backgrounds that can be elevated with smart production design and staging. The content should include at least four unique actors. Each personality will need to be conveyed distinctly through the styling of their hand and arm, using wardrobe, accessories, or even tattoos. On that note, while the brand is interested in tattoos as a styling element, be mindful that any real tattoos would require clearance from the wearer, the original artist, and the designer (if separate). Creative workarounds like screen-realistic temporary tattoos or custom henna are great ways to achieve this look without these hurdles. While including a tattoo is not a strict requirement, finding a legally-cleared way to bring this element to life would be a fantastic addition to the content.
You'll note that there are many different Jarritos' flavors, many of which share similar hues. The Camarena team wants to be able to use each color to represent a few different flavors. Therefore, the liquid color should be visible in the Jarrito bottle or glass, but the actual Jarritos' flavor name should not appear. Additionally, some of the Jarritos; bottle shots will need to include smaller 50mL Camarena bottles being poured into the Jarritos' bottle. As the the 50mL bottle design may be changing soon, you'll need to be prepared to shoot in a way that communicates it's a smaller bottle without showing the full bottle design. Overall, beverage styling clearly is critical, so a professional beverage stylist will be required for this project to ensure consistency, proper presentation of cocktails and rims, and visual appeal across all setups. These images will be used as in-store signage in a variety of formats, so it’ll be important to leave room for text to be added by the graphic design team. This will be added to your photos by the Camarena team, so you won’t need to design it, but you should frame with graphic design in mind.
For the :06 video, the goal is to extend the adventurous spirit of Camarena’s 'Run with the Restless' campaign, examples of which you can find in the Background. The visual language should mirror this existing campaign, using a dynamic, mixed-media approach to maximize energy within the short runtime. By weaving quick flashes of still photography into the live-action video, the single party scene will feel more expansive and layered, hinting at a larger story beyond the six seconds. This technique is key to elevating the vibe and capturing that sense of spontaneous adventure with a focused production. The scene itself should be portraying a watch party amidst a group of soccer fans, but it needs to exude a sense of excitement and adventure: these friends wouldn't be watching it in an average living room. They'd more likely be found throwing a small rooftop party, or projecting the game on the wall of an artists' loft. The key elements for this video will be incorporating soccer fandom, excitement and adventure in a unique setting, and keeping the Camarena brand front and center. Note that any soccer fan props do need to be unbranded. Additionally, it's important that the bottle itself is immediately and prominently displayed in these videos and the video should end with the product shot close-up with the scene continuing in the background. On this final frame, you'll need to display the campaign tagline as text onscreen and include an audio clip of the tagline being read, which will be provided.
You will need to provide a live feed of the shoot for the Camarena and Tongal team to view and communicate notes. This should be accessible both for the stills capture and video capture. As part of this, it's recommended to have a client-facing team member who is responsible for monitoring the video feed and relaying any notes to your on-set creative team. In your scheduling, please plan for these notes, especially when it comes to the stills where product presentation will be paramount.
In your pitch, please highlight your proposed photographer with a gallery or portfolio of beverage-focused work, include a beverage stylist and outline their approach, and describe how you’ll execute multiple setups efficiently within a single production space. For the :06 video, you should propose a few examples of visual scripts, along with highlighting the location itself, and how you plan to maintain the energy and visual cohesion established in the pre-existing videos this will run alongside. Ultimately, showing that you understand the unique vibe, energy, and feeling of Camarena's tagline "Run with the Restless," and clearly demonstrating how you'll bring it to life through both the stills and the video, will lead to success on this project.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 16 total edited stills and 3 total video assets.
EXPECTED TIMELINE: HERE
EXPOSURE: This project requires a full rights buyout from photographers and talent. That means all rights, globally, in perpetuity, and in all media. This is not negotiable. In terms of usage, we expect content will be used on the platforms below. 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:
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. Unless specifically requested, there's no need to include a budget with your submission.