Cerveza Indio – Chivo Lubezki
Mexican beer Cerveza Indio is running an advertising campaign featuring the work of cinematographer Emmanuel Chivo Lubezki. Cerveza Indio is marketed as the rebel or underground beer of Mexico, with communication strategy focused on creativity and artistic expressions, such as alternative music, urban art and design. The current campaign hopes to broaden beyond the underground niche to connect the creative, artistic, rebel essence with a wider audience. Emmanuel Lubezki, a three time Oscar winner widely admired in Mexico for his film work, presents a challenge to young people to let go of their fear and search for the authenticity within them. Lubezki was filmed over three days at work in Los Angeles, with the support of fellow director of photographer Alexis Zabé and film director Arturo Pereyra. Lubezki too the team to his favourite places, Los Angeles Theatre, where the light inspires him the most, giving viewers a chance to see him at work, along with the results of his work. The self portrait was aired during the 2016 Oscars, the first commercial after Chico received his his third consecutive cinematography Oscar, for The Revenant, following on from Gravity (2014) and Birdman (2015). The film directs viewers to the Indio site, lubezki.indio.com.mx, where they can explore further Lubezki’s work.
The Cerveza Indio Chivo Lubezki campaign was developed at Montalvo by chief creative officer Pepe Montalvo, copywriter Agustín Vélez, art director Sergio Díaz Infante, account director Romina Levi and agency producer Gilberto Amézquita.