Caskmates Rituals
The musician Hélio Morais (Paus, Linda Martini) was the star of 4 short films about Jameson Caskmates, not only to bring more notoriety to the product but also to introduce the shot + beer ritual. With this mini-series, the goal was to highlight the real importance of rituals, not only in music and creativity, but especially among friends.
The starting point was Hélio's current daily life, in all its diversity and energy. We wanted to approach it from 4 different perspectives (freedom, performance, creation, and sharing), leading to a "Jameson ending" in each episode.
The tone for Caskmates Rituals is close and emotional, yet relaxed. This is a kind of confession, in which Hélio underlines specific moments of his day, talking about its peculiarities, about what gives him the drive to create music and, above all, to have fun.
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