The “Baja California: The Craft Beer Oasis” campaign aims to highlight the region's rich and diverse craft beer scene. Over four days of filming and in five different locations, we sought to capture the essence of what has made Baja California the beer capital of Mexico.
The campaign is part of a trilogy of tourism projects run by the Baja California Secretariat of Tourism, which also includes “Baja California, The Most Revolutionary Gastronomy in Mexico” and “Baja California, The Capital of Mexican Wine”. Each of these projects seeks to highlight different aspects of the state's cultural and gastronomic wealth.
The conceptualization process focused on telling the fascinating story behind craft beer in Baja California. The close relationship between master brewers and their product was highlighted, as well as the various processes involved in creating high-quality beers with a wide range of styles.
With 'Baja California: The Craft Beer Oasis', we seek to immerse the audience in a visual and sensory journey through the region's rich and diverse beer scene. Inspired by the beauty of Baja California, the history and evolution of craft beer, thanks to the passion of local producers, we have captured the essence of Baja California as the true beer capital.
“Getting to know the brewmasters of Baja California first-hand gave us the opportunity to tell a story necessary for our community and for the strategic promotion of our region. ”
Alejando Montalvo, Project Director
The collaboration with Empírica, an Audiovisual producer, was essential for the success of the project, from pre-production to post-production. The fluid communication and constant interaction between both parties contributed to a synergy that allowed for an efficient creative process and successful execution.
One of the biggest challenges of the production was the first day of shooting in La Laguna Salada, a remote and inhospitable place. The logistics of transporting all the resources needed to film in such a challenging environment was a significant test, but thanks to meticulous planning and teamwork, the shooting day was successfully achieved.
The filming flow required a functional strategy to obtain the interviews and the necessary material for the commercial. However, through meticulous planning and the work of each member of the production, we overcame these challenges to create an impactful campaign.
The campaign was filmed over a period of four days, taking advantage of five emblematic locations: La Laguna Salada, Wendlandt, Mexica, Nirbrin and El Encierro. Each of these places provides a unique environment that enhances the diversity and authenticity of beer production in Baja California.
A total of 56 breweries participated in the campaign, representing some of the region's most prominent breweries. Among the participants are Rubén Valenzuela from the Tijuana Craft Brewers Association, Eugenio Romero de Wendlandt, Karla and Ximena López de Mexica, Iván and Damarán Morales from Cervecería Insurgente, and many others who, with their passion and dedication, have raised the name of Baja California on the beer map.
With the objective of encouraging tourism in Baja California, this campaign belongs to the trilogy of tourism projects of the Baja California Tourism Secretariat; “Baja California, The Most Revolutionary Gastronomy in Mexico”, “Baja California, The Capital of Mexican Wine”, and, becoming the closing, we created: “Baja California, The Oasis of Craft Beer”.
“Baja California: The Craft Beer Oasis” not only celebrates Baja California's growing and promising beer scene, but it also seeks to inspire the audience to explore and enjoy the authenticity and passion that local brewers put into every bottle. This campaign is a tribute to the dedication and creativity of beer producers and an open invitation to discover the true flavor of Baja California.
Creativity at your service.
