Tia Maria / The Hero Cocktail

Some of you may already know the secret to crafting an original Espresso Martini. Well, we’re here to spill the beans! The key is to use Tia Maria, and most importantly, create a Tia Espresso Martini – a whole new experience altogether! In 2023, Tia Maria proudly sponsors this concept, inviting us to envision and produce a set of digital content aimed at celebrating the essence of this well-known cocktail, which rightfully takes center stage in our creative vision, emerging as the true hero of the set. Passed from hand to hand, through original and distinctive personalities, the cocktail becomes the focal point of an iconic moment of sharing, a link between fragments of moments lived in an unlikely and underground bar, far from the time and customs to which normalcy is accustomed. Luminous neon, bold red lights, and hands adorned with entirely unconventional accessories provide the backdrop. In the ‘video version,’ the Hero cocktail takes on the role of the evening’s director, expertly mixed by the skillful hands of Mina Giaconi, a renowned Italian barlady.

CLIENT

ILLVA SARONNO

INDUSTRY

BEVERAGE / SPIRITS

SERVICES

SOCIAL MEDIA AND DIGITAL CONTENT STRATEGY AND CREATION. LAYOUT & KEY VISUAL DESIGN.

MEDIA

WEB, SOCIAL MEDIA.

Image from the project realized for Tia Maria by Antiorario Creative Agency. Content design and production - social media content design

Uniqueness is the key

Everyone has an original DNA

Welcome to a different world. A dark and atmospheric club, blackness cut withsignature red lighting, flashes of light in the dark illuminatingthe edges of new experiences. The music is loud, the rest of the city is the other side of a door but a thousand miles away. A metal staircase provides both a path and a meeting place, cocktail close to hand, shouted whispers above the thrum of adventure. A glance at the bar hints at moments in life while delicious drinks are shaken. Panning further around we see decadent red leather sofas and a stage in the background.

Creative Strategy

Creative direction
Layout Design
Mood research
Key visual creation

Content Creation

Direction
Location scouting
Set design
Styling
Video and Photo Production

Multimedia

Declinations
Special cut

Image from the project realized for Tia Maria by Antiorario Creative Agency. Content design and production - social media content design

Experiences are real treasures

Life is an extraordinary journey through different experiences which makes everybody become unique.

Here, hands are the windows to the soul. The way they move, the delicate tracery of lines,the individual adornments, each hinting at a wealth of life and experience brought to this moment. They meet at the table, never still, never static, always moving and expressing. In the background we catch impressions and silhouettes of the whole people who live this night. We know them but don’t know them, their shapes allude to fame but no faces or recognisable forms to incur a large talent bill… The cocktail is the star. It moves from bar to table, to dance floor, to brief encounter, carried by the hands around it. It sits only to amplify the situation around it, to bring light which casts the shadows we see.

Around it is life, social and vibrant, from the DJ booth to the smoking area, from the bartender’s hand to the outside!

Avoid still life!

There is no need for anything else! When you can leverage a testimonial of excellence, the best way to transfer value is by creating true, original, spontaneous content. The audience recognizes the value of pure content that does not require superstructures and will be even more willing to discover more.

From Design to Reality

Every shot was crafted starting from a highly representative mock-up of the final outcome. We knew precisely what we wanted to achieve, and each output was meticulously sketched to provide both us and the client with maximum visibility into the end result. The sketching phase is always pivotal, allowing for a careful visualization of every detail and fostering an open and truly realistic dialogue about the project.

Image from the project realized for Tia Maria by Antiorario Creative Agency. Content design and production - social media content design

Each action creates the experience

Hero video make the Espresso Martini as the real star

The hero video stems from the concept of positioning the recipe as the director of the evening. Mina Giaconi, a renowned influencer in the industry and an expert in cocktail making, celebrates the moment by crafting the perfect Espresso Martini. Each action of the barlady corresponds to a nightlife moment within the bar: every pour, the fall of an ingredient, the shaking, and the garnishing moment are never random. Each step creates a conceptual link with an experience.

This is how the recipe and the moment of consumption come together and blend into a cohesive whole, where the bartender’s actions are intricately tied to the world that surrounds them.

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Antiorario Creative Agency
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Creative director
Antiorario Creative Agency
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Account executive
Antiorario Creative Agency
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Illustrator, Art
Antiorario Creative Agency