WE ARE PI, Amsterdam / HEINEKEN / 2017
The brief from Desperados is to become the most iconic drink of the millennial generation. To do that, we have to make more than great adverts, we have to move life forward creatively and service music culture in new and experimental ways. In this second production by "Inner Tequila Studios" our objective was to take the music festival to new heights.
In June 2016, a recruitment phase encouraged consumers to enter for the chance of winning a Bass Drop ticket.
We brought together 12 Desperados markets for the first time to recruit 100 people from 12 different countries to join a global experience.
The two day festival took place in and above Las Vegas in October, during which we filmed the zero gravity flight using a number of cameras fixed to the plane and participants, and edited into two films told from the DJ and fans’ point of view.
75 % of the overall production budget went on the rental of zero gravity planes, as it’s such a unique location for a shoot. We didn’t have to pay for talent as plenty of influencers were willing to take part in this exclusive party resulting in authentic footage.
DROGA5, New york
2016, THE HEINEKEN COMPANY