Acclaimed Mexican director Guillermo del Toro has returned to film in his home state of Jalisco after a nearly three-decade absence from local productions. The reason for this historic return is to direct a new global campaign for Tequila Patrón titled “Es un lujo ser mexicano” (“It’s a luxury to be Mexican”), which was shot at the iconic Hacienda Patrón in the municipality of Atotonilco el Alto.

For Del Toro, who had not filmed in Mexico since 1997—the year he left the country following his father’s kidnapping—this project represented a reunion not only with his roots, but also with some of the technical crew who worked with him on his early short films in Guadalajara. The shoot, which spanned four days of preparation and filming, is notable for its use of complex techniques like motion control and for being filled with skeletons, imagery of death, and fantastical references—signature elements deeply rooted in the filmmaker’s work since Cronos.

The campaign, developed in collaboration with the agency BBH USA under the international title “The Perfect Pour,” draws a visual analogy between the meticulous precision of film directing and the artisanal process required to craft every bottle of tequila. The narrative begins as a conventional commercial, only to quickly transform into a fantastic, dark, and endearing piece.

According to the director himself, his decision to accept the project—after years of turning down commercial offers—was due to the creative freedom he was granted and his previous collaboration with the brand on the design of the limited-edition Patrón x Guillermo del Toro bottle. Through this partnership, both the filmmaker and the tequila producer seek to elevate the value of time, detail, and pride in Mexican culture.

Sources: Forbes / Tribuna Noticias