The film blurs the line between shoot and party, with appearances from friends, family, collaborators and Emotive staff.
Independent creative agency Emotive has partnered with Adam Gilchrist to launch El Arquero, a new tequila brand and the first project under Emotive’s brand incubator model.
The agency’s expanded offering takes new businesses from idea to market, with strategy, creative and production handled in-house and via specialist collaborators.
“El Arquero is the perfect example,” said Emotive executive strategy partner, Sebastian Revell.
“We unpacked the perceptions and usages of tequila from consumer, trade and cultural perspectives.
“And coupling these findings with a unique product and founder story, we created a brand designed to reintroduce tequila through the uplifting power of the collective.”
Gilchrist fronts the campaign and appears in a launch film apologising for “harsh tequilas of the past” before introducing El Arquero as a smoother alternative, designed for sharing.
The campaign’s central line, We’re all in this tequila, was developed by Justin Drape, co-founder of The Monkeys and Exceptional Alien, who was brought in as creative director and co-writer.
“When you’re building brands from scratch, you need to create a long-term idea that unifies the entire business. That’s exactly what we have with ‘We’re all in this tequila’,” said Drape.
The brand film blurs the line between shoot and party, with appearances from friends, family, collaborators and Emotive staff.
Gilchrist said the brand had been a long-held ambition.
“Beyond cricket, this has been a lifelong dream,” he said.
“Travelling to Mexico, hand-picking the finest ingredients, learning the craft and building both the team and the business has been an incredible journey.”
El Arquero’s campaign also features music by indie band Deep Faith and spans more than 20 social and video assets.
Foxtel Media is the lead media partner, delivering targeted reach across its sports programming.
“We’re proud to be the media partner for the launch of El Arquero, a homegrown brand with a bold vision and a deeply personal story,” said Foxtel Media CEO Mark Frain.
Production was delivered in partnership with Wellcom, with Emotive Productions overseeing social content and Wellcom producing the hero film.
“It’s not every day you get to mix cricket legend status with tequila, but the result is a campaign that feels fresh, playful and unmistakably Australian,” said managing director of Wellcom, Marnie Darren.
CREDITS:
Client: El Arquero
Adam Gilchrist
Mel Gilchrist
Tina Fitzgerald
Dan Fitzgerald
Stephen Atkinson
Eddie Brook
John Eastham
Creative and Production: Emotive
CEO & Founder: Simon Joyce
Executive Strategy Partner: Sebastian Revell
Creative Director & copywriter: Justin Drape
Group Creative Director: Darren Wright
Senior Creative Director: Rupert Taylor
Creative Director: Paul Sharp
Creative Director: Michael Dawson
Earned Creative: Alister Hill
Head of Design: Daniel Mortensen
Senior Designer: Chris Cooper
Senior Social Strategist: Elly Brand
Social Content Creator: Remy Brand
Head of Production: Hayley-Ritz Pelling
Senior Integrated Producer: Esmé Fisher
Business Director: Zoé Hartas
Photographer: Nick Bowers
Retouching: Mark Sterne
PR: Hot Shot PR: Stefanie Rezzara
Production Partner: Wellcom
Director: Christopher Hill
Managing Director: Marnie Darren
Creative Director: Oliver Hammerton
Head of Production: Braedy Neal
Senior Producer: Christina Kouvaras
Senior Producer: Justine Moyle
Post Producer: Sann Mehta
Production Assistant Olivia
Directors Assistant: Imogen Grist
Editor: James Ashbolt
Colourist: Alina Bermingham
Online: Eden Studios
Music: Deep Faith (Dan Stricker and Byron Spencer) & Sony ATV
Sound Design: Electric Sheep Music
EP: Kate Stenhouse
Audio Engineer: Georgia Collins
Production Crew:
1st AD: Richard McGrath
2nd AD: Frankie Noble- Shelton
DOP: Alex Serafini
1st AC: Oli Braslin
2nd AC: Ari Shanavaz
Gaffer: Matt Russell
Best Boy: Beau Moulson
Grip: Sean Thomas
Grip Assist Paul Mason
Steadicam: Jason Rodrigues
Sound Recordist: Nathanial Watkins
Studio Assist: Tahi Williams
Art Director/Stylist: Jo Ayling
Art Director/Stylist: Janai Anselmi
Art Assist: Sean Ali
Art / Wardrobe: Assist Bea Giddy
Stand By props: Andy Parkes
HMU: Margo Regan
HMU Assist: Danielle Walker
HMU Assist: Charlotte McLeod
