PATRÓN Tequila and agency BBH USA have unveiled a global campaign celebrating craft, intention and the pursuit of greatness with the launch of “The Perfect Pour,” a short film directed by Guillermo del Toro.
“The Perfect Pour” marks del Toro’s first-ever commercial, conveying a seemingly simple act–the pouring of PATRÓN Tequila–as a cinematic moment. Once the pour is complete, the camera reveals the crew who brought that moment to life–a crew of skeletons, literally.
Revealing the extraordinary precision and full scale of production behind-the-scenes on-set, “The Perfect Pour” illustrates how del Toro’s meticulous approach to filmmaking mirrors PATRÓN’s time-honored, handcrafted tequila-making process–from small-batch production to a refusal to cut corners, regardless of scale.
In real life, del Toro curated an award-winning Mexican-led crew to bring “The Perfect Pour” to life on location at Hacienda PATRÓN in Jalisco, including cinematographer Guillermo Navarro (an Oscar winner for Pan’s Labyrinth written and directed by del Toro) and sound designer Nathan Robitaille (a two time Academy Award nominee–for del Toro’s Frankenstein and The Shape of Water). Del Toro himself is an eight-time Academy Award nominee, winning thrice–for Best Picture and Best Director on the strength of The Shape of Water, and for Best Animated feature film for Guillermo del Toro’s Pinocchio.
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Credits
Client PATRÓN Tequila Agency BBH USA Marcos Kotlhar, Erica Roberts, chief creative officer; Samantha Deevy, chief strategy officer; Gui Racz, Laszlo Szloboda, group creative directors; Lindsay Weisleder, sr. art director; Chloe Martin, sr. copywriter; Tasha Cronin, head of production; Miral Patel, executive producer; Taylor Nisbet, producer; Bia Bonani, strategy lead; Dylan Fauss, strategy director. Production Guillermo del Toro, director; Guillermo Navarro, DP; Guy Davis, Pete de Seve, Karla Castaneda, concept artists; Mark Steger, Terry Notary, motion capture performers. Production Company Native Content Tomer Devito, exec producer/supervising producer; Tara Dolack Hoffman, line producer; Sabine Holmes, production supervisor; Katherine Lim, production coordinator. Production Company Story: We Produce Ana Laura Solis, founder; Joe Solis, partner/exec producer; Aura Solis, managing director-ESG; Carlos Estrada, sr. producer; Perla Cruz, exec producer; Ara Avina, bidding producer; Elisa Santana Rios, production supervisor; Daniel Olicon, 1st AD; Jeffrey Perez Robber, art director; Robert Diaz Mondragon, Jerman Manuel Cruz Garcia, product specialists; Monique Odette, wardrobe stylist; Vilfort Alvarez, makeup artist. VFX Mr. X Brandon Schaafsma, head of production/editorial; Dennis Berardi, creative director; Dave Sauro, VFX exec producer; Adam Quattrociocchi, VFX producer; Emilio Navarro, on-set lead; Mark O. Hammond, VFX supervisor; Atilla Ceylan, creature supervisor; Adam Baker, animation supervisor; Dominik Haase, rigging, CFX supervisor; Tie Gambarcurta, tracking/layout supervisor; Elena Perreira, lighting lead; Sean Lin, compositing lead; Gary Shelley, roto/paint lead; Ajai Verghese John, Aravindan Rajasingham, Carlos Maciel, Hernan Melzi, Irene Santoro, Sebastian Trujillo Vega, Taj Nabham, asset artists; Alessandro Poli, Danielle Dumont, John Paul Brower,, Justin Mah, CG animators; Kerstin Tillmann, rigging artist; Juliette Le Hir, Roberto Frascella, CFX artists; Bart Glmineau, FX artist; Alberto Serrano, lighting artist; Ryan Sokichi Kitagawa, VFX compositor; Fadi Sara, layout artist; Chet Diwakar, John Macaraeg, DMP artists; Mallory Pogue, VFX production manager; J. Mathew Dale, VFX coordinator; Bindy St. Leger, Tayler Gilchrist, sr. VFX producers; Peter Olson, Flame artist; Queenie Xie, VFX editor; Callum Goehner, Rebecca-Koby Yamanaka, editorial assistants. Color Harbor Paul Yacono, sr. colorist; Billy Landry, Joni Brandenburg, sr. collor assists; Nadia Dabibi, color exec producer; Taravat Yazdan Panah, color producer; Jeffrey Conway, associate color producer. Audio Sound Dogs Nathan Robitaille, sound designer; Nelson Ferreira, supervising sound editor; Spencer Clark, sound effects editor; Jose Acosta, assistant sound editor; Goro Koyama, Foley artist; Kevin Schultz, Foley mixer; Colton Maddigan, Foley editor; Felipe Calle, voice recordist.
Produced by The Corner Shop and directed by Peter Thwaites for Goodby Silverstein & Partners, Xfinity’s latest campaign includes this spot which introduces an unexpected member of the family, a Robovac. The :60 unfolds from the robotic vacuum cleaner’s point of view, gliding across hardwood floors and tracing the edges of a busy home. All around the household, family members are locked into their own screens--mom on a work call, daughter deep in reality TV, the boys absorbed in gaming. Even the dog keeps its distance, tucked under the table.
When dad calls out “movie night,” no one responds. That changes when he opens the Xfinity app and hits “Pause Kids’ Devices.” Instantly, the kids come running.
The family gathers on the couch, snacks in hand. The Robovac is right there with them. Spooked by a scary moment, the Robovac ducks under the couch before the youngest coaxes it back out with a kernel of popcorn.
The voiceover lands the idea: “Wi Fi so smart, it brings the whole family together. Xfinity, Imagine That.”
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