Contraluz Launch Campaign
Casa Lumbre tapped MATTE to develop the brand identity of their newest brand extension, Contraluz.
In partnership with Casa Lumbre, MATTE Projects was briefed to develop the strategic brand positioning for Contraluz, the first 100% Cristalino Mezcal.
To bring the brand position to life, MATTE created the the visual identity and brand book, and led the production of the hero campaign creative. Content captured at the shoot was leveraged across digital and sales collateral, as well as the new Contraluz site, designed & developed by MATTE.
Working in tandem with the Contraluz team, MATTE provided a robust strategy plan to execute a unique product placement for the first cristalino mezcal. Inspired by the roots of oaxaca, the team strided to make the editorial organic while incorporating brand values, keeping the talent, Maluma, top of mind.
MATTE collaborated with Maluma on the brand shoot for the script of the film, outfit styling and POS select placement.