El Jimador – A Behind-the-Scenes Story of a Tequila Commercial in Anza-Borrego
There are some video shoots you finish, pack up, and forget about by Monday morning. And then there are those unforgettable productions that leave dust in your shoes, a grin on your face, and a story that begs to be told. This is one of those stories.
Back in 2014, we had the unique pleasure of working with an international production crew from the UK called Unit 9, helping them realize their creative vision for a high-energy El Jimador Tequila commercial. And where better to film something raw, edgy, and unforgettable than the otherworldly expanse of Anza-Borrego Desert State Park, California’s largest state park and a location that never fails to deliver a touch of wildness?
A Treasure Hunt in the Desert
Before we even set foot on location, we were tasked with helping Unit 9 tick off their very specific wish list of desert props—items that would bring authenticity, mystery, and a slightly rebellious edge to the commercial.
First up was a beat-up thrift-store guitar, destined for a dramatic end. We tracked one down in a dusty thrift shop — the kind of place where every item feels like it has a backstory — and added it to our growing arsenal of props. Spoiler alert: yes, it met its fate spectacularly, shattered against the desert floor in a scene that would make any rockstar proud.
Next was a bleached skull with horns, and let me tell you, you don’t just walk into a store and buy something like that (at least not without raising eyebrows). But we knew exactly where to go — the iconic Desert View Tower, perched high along Interstate 8, filled with relics, antiques, and oddities that whisper stories of the desert’s past. After some friendly negotiations, we were able to borrow a perfect horned skull, weathered by time and sun, for the shoot. It sat in our production vehicle like a silent guardian as we ventured deeper into Anza-Borrego.
Coyotes and Mustangs: The Wild Desert Cast
As we headed to our location deep in the desert, we encountered one of the day’s unscripted stars — a sleek, healthy coyote, who loped along beside our convoy for a good stretch, as if curious about our mission or perhaps waiting for his cue to make an entrance. It’s moments like these that remind you no matter how much you plan, the desert has a way of adding its own unexpected magic to any production.
And speaking of stars, you can’t forget the red Mustang— a gleaming muscle car that was not just a prop, but an active character in the commercial. With a Red camera strapped securely to the roof, the Mustang tore across the desert floor, spinning donuts and kicking up enormous plumes of dust, capturing jaw-dropping action shots that would later become the heartbeat of the final piece. There’s nothing quite like watching that much horsepower meet that much open space — except maybe knowing you’re getting it all on film.
The Sound of Silence
While Unit 9 was busy wrangling the visuals, I was on audio duty, tasked with capturing the essence of the desert soundscape. I roamed the wide, open flats and narrow arroyos with my trusty Zoom recorder, but here’s the thing about the desert — it is stunningly silent.
There are no background city noises, no constant hum of traffic. Instead, there’s an almost sacred stillness, broken only by the crunch of your own footsteps on coarse sand and the occasional whisper of wind sneaking through the spiny arms of ocatillo. Every now and then, you might catch a far-off birdcall or the buzz of an insect, but for the most part, it’s a place of deep, resonant quiet. And that quiet makes every sound you do hear — like the distant roar of the Mustang engine or the crack of a guitar smashing into the ground — that much more powerful and evocative.
Desert Light and Dusty Lenses
Filming in Anza-Borrego also means working with the sharp, golden desert light. As the sun arcs across the sky, shadows stretch long and then disappear, giving everything a bleached, cinematic quality. Dust kicked up by the Mustang caught the sunlight in mesmerizing ways, turning ordinary frames into moments of pure visual poetry.
But with beauty comes challenge. That same dust found its way into gear, eyes, ears — everywhere. Keeping the lenses clean, the audio crisp, and the crew hydrated became part of the daily rhythm, as much as setting up shots and checking sound levels.
Wrapping the Day with a Desert Toast
By day’s end, as the sun slipped behind the rocky hills, painting the sky in shades of amber and violet, there was a palpable sense of accomplishment — and relief. We had captured stunning visuals, crisp natural audio, and a collection of wild, unscripted moments that would give the El Jimador spot a life all its own.
Of course, it wouldn’t be an El Jimador commercial without raising a glass to a job well done. The crew gathered for a final toast in the fading light, savoring that rare satisfaction of knowing we had just wrapped one for the books.
Final Thoughts: Why We Love Desert Shoots
Shooting in Anza-Borrego is always a gamble — the desert doesn’t care about your production schedule. It’s harsh, beautiful, unpredictable, and absolutely worth every dusty moment.
Working with Unit 9 on this project reminded us why we do what we do. Because video production isn’t just about cameras and scripts — it’s about the adventure, the teamwork, and the stories that unfold along the way — both in front of and behind the camera.
So next time you see that sleek El Jimador commercial with roaring cars, shattered guitars, and sun-bleached skulls, know that behind every frame is a team of dusty, tired, grinning crew members who wrangled coyotes, Mustang donuts, and the whisper of wind to bring it to life.
Until the next adventure — stay tuned, and stay inspired.
