Creativity

When Diego Luna Wasn't Playing Captain Cassian Andor, He Directed This Uplifting Ode to U.S. Immigrants

Mexican Soft Drink Brand Jarritos Tapped the Multi-Talented Celebrity to Shoot Inspiring Film

By Laurel Wentz. Published on Oct 19, 2016

Editor's Pick

Mexican actor and director Diego Luna, who we'll soon see as Captain Cassian Andor in the much-anticipated "Star Wars: Rogue One," took time out to shoot an ode to immigrants, celebrating the experience and challenges of building a life in a new land, for Mexican soft drink brand Jarritos.

Mr. Luna shot "The Journey" as a series of images old and new, starting with immigrants trekking to the border or arriving at Ellis Island, then experiencing life in the U.S. The voiceover says, "It started with those before me … those with minimal resources but with hearts full of dreams … this journey is not new, nor is it mine alone. It's a journey of millions just like me, hoping for more ... I believe in this great country and that it's ready for me." The video ends with the hashtag #BetterTogether and the line "To the immigrants that made this country wonderful, thank you."

Despite the current political climate in the U.S., the timing is "just a coincidence," said Luis Fernandez, owner and CEO of Novamex, the company started by his grandfather that distributes Jarritos outside Mexico. "We wanted to do something very emotional to thank our consumers," he said.

Novamex hired Lalo Duran's Dallas-based agency Walo last year, and Diego Luna did a commercial in Mexico earlier this year that drew their attention, an emotional Mother's Day spot for local cold meats brand Fud by Mexico City agency Teran/TBWA.

"We know Diego understands what it's like to be a stranger in a different world," said Mr. Duran, because Mr. Luna, who divides his time between Mexico and the U.S., has also lived the immigrant experience.

The Jarritos brand, which comes in 12 flavors including mandarin, tamarind, mango, pineapple and lime, appears at the end of the spot, and in one earlier shot of a taco truck that has a lineup of Jarritos bottles in the background.

Initially the ad was going to be a mix of Spanish and English, but it was decided it would have more impact in a single language, so there are two versions, one in English and one in Spanish. They will run mostly on paid digital media including Facebook, Instagram and YouTube, said Mr. Duran, who is creative director and managing partner at Walo.

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About

Credits

Date
Oct 19, 2016
Agency:
WALO Dallas
Client:
Jarritos
President:
Gerardo Durán
Creative Director:
Walter Barraza
Creative Director:
Lalo Durán
Senior Art Director:
Nicholas Marshall
Account and Project Manager:
Natalia Duarte
Public Relations & Social Media Manager:
Laurencia Durán
PR Agency:
APC Collective
Agent:
Audrey Ponzio
Agent:
Ingrid Quiroz
Agent:
Jennifer Meza
Company:
Novamex
CEO:
Luis Fernández
President:
Ramón Carrasco
Chief Operating Officer:
Ramón Carrasco
Director of Marketing:
Eric Delamare
Director of Social Media:
Lloyd Blunk
Production Company:
Gloria Films
Director:
Diego Luna
Director of Photography:
Carolina Costa
Creative Director:
Paloma Martinez
Executive Producer:
Pablo Cruz
Executive Producer:
Eric Bonniot
Executive Producer:
Arturo Sampson
Producer:
Theo Brooks
Producer:
Marta Nuñez Puerto
Production Supervisor:
Shae Horton
Editorial Company:
Republic Editorial
Executive Producer:
Carrie Callaway
Editor:
Andy McGee
Editor:
Doug Crise
Post Production:
Jacklyn Sandoval-Roman
Finishing/VFX:
Juan Luna
Finishing/VFX:
Nick Mueth
Audio Engineer/Sound Designer:
Gordon Gibson
Color Company:
Nice Shoes
Colorist:
Gene Curley
Producer:
Rebecca Mitchell
Music Company:
Freiberg Music
Composer:
Daniel Freiberg

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