RoiFuries | RMQZ.

Client

La Elia

Director

Harlock Chavez

DoP

Ernesto Zarur

production companies

Adrenorama

The production of this project for the Laelia brand was a challenge in visual storytelling that sought to go beyond a simple commercial. The objective was to tell a deep and poetic story that would capture the soul of the product, its intrinsic connection to the land, tradition, and the hands of those who work it. The conceptual challenge was to translate abstract ideas like heritage and passion into a visual and emotionally resonant narrative, establishing an authentic connection with the audience.

This involved an equally significant production challenge. The mission was to capture the essence of a place like Jalisco, not just as a setting, but as a fundamental character in the story. The challenge was to film the mastery of the local people, merging the raw force of nature with the delicacy of art and human care. An artistic vision was required that could unite these elements into a timeless and visually impactful narrative.

Under the direction of Harlock Chavez and the cinematography of Ernesto Zarur, the Adrenorama team approached this project with a profoundly artistic vision. The production focused on authenticity, filming in the Jalisco region to capture the beauty of the agave fields and the solemnity of the haciendas. The cinematography focused on the contrast between light and shadow, alternating between color and black and white, to create an evocative and timeless tone that complemented the poetic narrative of the voiceover.

The result is a powerful audiovisual piece that transcends advertising. The video is an ode to the land and the hands that work it, creating an emotional connection between the audience and the brand. The project's success lies in its ability to transform a product's origin into a tale of heritage and passion, demonstrating how flawless art direction and cinematography can bring a truly memorable story to life.

All visual material on this site is the property of its respective authors and is displayed for portfolio reference only. I do not own these works; I include them in this portfolio to illustrate my journey and experience. For any copyright-related matters, please contact me at hola@rmqz.mx for a prompt response.