EXPLORE THE CHIVAS REGAL X DIEGO LUNA PARTNERSHIP
Having starred in Narcos: Mexico and Rogue One: A Star Wars Story, Diego has cemented his place in Hollywood. But this is far from solely who is he is; political activism runs through his veins, laced with a passion to help those in Mexico; the country he calls home. Fighting for the belief that it is immigration that enriches humanity, Diego isn’t afraid to break borders. This blended approach to life truly reflects our values.
After working with Diego for two years, the time came to tell his story. As the campaign shoot date drew closer however, it was clear the campaign’s creative approach needed changing in order to fit with new Covid-19 restrictions. The concept was uprooted and remoulded to fit within a documentary style, highlighting Diego’s activist past with archive footage alongside an interview to explore his blend.
To tell this story, there was only one person in mind: Asif Kapadia. Known for his striking portrayals of global icons in Amy, Senna and Diego Maradona, the Academy Award-winning director was the perfect choice to bring Diego’s tale to life.
Taking place over two days, the shoot captured the essence of Diego’s blend through film, print and social media. Strict Covid-secure procedures were in place throughout the single set in Mexico City to ensure the safety of all involved. While the local team handled things on-set, Asif directed remotely from the UK via video call and on-set speakers, with the Chivas and production teams also dialling in virtually.
While plenty of change was involved throughout the campaign, adaption is something Diego Luna is more than familiar with. See the campaign here