MPC Takes Tequila Tromba on a Surreal Journey
Creative Director Andrew Montague of MPC Creative has earned a coveted Young Director Award nomination, having recently teamed up with agency The Sherry Company to create a beautiful film for Tequila Tromba. Tromba Journey is a CG adventure that follows the tequila’s production process via finely rendered floating islands representing every step between the Jalisco Mountains and the shining cities of the world.
“This project was an exciting opportunity to tell the Tromba story and create a world and mythology around the brand itself,” explains Montague. “I wanted to capture the intimate scale of Tromba’s operations as well as their authentic approach to making tequila. By connecting each floating world to the other via a waterfall, a barrel and a plane, we could flow smoothly and follow the journey of Tromba from beginning to end.”
The Sherry Company Producer James Sherry recalls, “When we started the Tromba spot, I explained to Andrew our plan to change people’s perceptions of tequila by promoting the highlands. We talked about the culture and beautiful landscape of the region, and it was then that we formed the idea for this spot. MPC did an incredible job of bringing our collective vision to life.”
The results of the Young Director Awards 2013 will be announced during the Cannes Lions Festival.