Overview

Directing the commercial for "Herencia" for Nescafé Chile, together with Publicis Chile, was an opportunity to capture the continuity of a legacy passed down through generations. Filmed in the coffee fields of Colombia, the commercial follows the relationship between a father and his daughter, where working in the fields is both a lesson and a challenge. Over time, she becomes a mother and passes these values on to her own son, ensuring that respect for the land and those who cultivate it endures.

Challenges & Approach

Capturing the essence of "Cultivated with Respect" was key, reflecting not only the connection to the land but also the personal growth of the characters. The story highlights the daughter’s journey, navigating both harmony and tension with her father until she understands and continues that legacy with her own child. The cinematography emphasized the vastness and warmth of the coffee fields, while the staging focused on natural gestures and expressions, reinforcing the connection between generations.

The Result

The commercial balances the beauty of the landscape with an authentic, human story. The relationship between father, daughter, and grandson highlights the process of learning and passing down values, reaffirming that coffee, like life, is cultivated with respect and dedication.