Casa Noble /
Worth Sharing
A spotlight on master distiller Pepe Hermolisso’s pursuit to create a truly exceptional tequila.
WEB & TV
Project work
Film Direction
Creative Direction
Creative Development
Post Supervision
Location
Jalisco, Mexico
Casa Noble is one of the fastest growing brands in the tequila space. The goal with this project was to raise the brand’s profile with a campaign centered around the distillery’s mission to make a product worth sharing. To do that, I created an anthem spot that portrays the knowledge, hard work, passion, and dedication involved in crafting Casa Noble, concluding with an invitation from the brand founder and master tequilero, Pepe Hermolisso, to try a glass.
For this to come across with the right tone and message, it was especially important that everything that we portrayed on-camera be authentic and from the heart. I got to know the people behind the label and to learn about what’s involved in distilling great tequila. We filmed the campaign in a documentary-like manner, showing the people and steps involved in the making of Casa Noble from harvest to the bottle. I chose to use the Arri Master Anamorphic lens series to heighten that experience into something a bit more cinematic and immersive.
Crew portrait of producer extraordinaire, Sarah McMurray. Photo by Max Goldman.
DP Max Goldman framing up something nice.
The Tequila Goddess Wall mural Municipio de Tequila. Photo by Max Goldman.
Filming in rows of agave while trying to not get poked by sharp leaves or stung by scorpions.
Another crew portrait with exquisite magic hour light while filming in the fields of Jalisco. Photo by Max Goldman.
Chopping up agave piñas for the shoot.
Team
Agency Cramer-Krasselt
CD Bill Dow
ACD Brandon Ireland
Agency Producer Jason Passaniti
Production Raucous Content
Director Keith Ehrlich
Exec Producer Steve Wi
Producer Sarah McMurray
Director of Photography Max Goldman
Editor Christine Wolf at Whitehouse Post
Sound Design & Mix Julienne Guffain
Colorist Adrian Seery at MPC