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.



From product photography to editorial capture, the focus will be on caught moments — snapshots full of texture and energy. Our photography seeks to backlight the cinematic moments of the everyday and its possibilities. In doing so, we’re not afraid of shadow (blocking), imperfections, noise, blurring, motion. This is the tapestry of a life in Contraluz.

Our imagery also seeks to give the viewer the sense that they are ‘in the room’ and partaking in the experience. “unconventional” camera angles will help ensure the viewer’s sense of participating/belonging. In other words, we are not limited to dead-on portraiture, with the subject staring at the barrel of the lens.

Product will always be captured in-situ, as part of a lived in environment or tableau. Natural tones will pair with moments of monochromatic imagery to create visceral vignettes.



Scenes/vignettes are each anchored to a moment, an occasion, a person and a place—or a combination of each. Rather than unpacking the full breadth of a narrative—taking viewers from ‘point a’ to ‘point b’ in sequential order—we instead choose to focus exclusively on caught moments of levity, conviviality, depth; moving effortlessly from scene to scene/moment to moment, ‘snippets’ from a life in Contraluz. (or instead choosing to double-down and zoom-in on a ‘scene within a scene’.)

Much like our photography, we want to give viewers the sense that they too are in the room…Sitting at the table with our cast, lost in conversation. Camera, therefore, will pick out angles which amplify this sense of belonging and participation.

Camera pans and locked-off footage of subjects in motion, will help us match cut each snippet of our story together. Equally, a montage of cinematic portraits can be cut together, without losing the viewer.

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.





Max Pollack
Head of Strategy
Zachary Sniderman
Senior Strategist
Ro Otamendi
Group Account Director
Cassie Leventhal
Client Director
Ali Russo
Junior Client Manager
Sara Lucas
Creative Director
Tom Lee
Associative Creative Director
Ariel Panigel
Associative Creative Director
Pat Dierker
Junior Art Director
Tori Arcuri
Senior Content Producer
Spencer Thompson
Lead Producer(experiential)
Francesca LaSalla
Lead Producer(content)
Seana Bruff
Junior Producer
Seana Bruff