Every year in Paraguay, tons of people go out partying, to a friend’s house, or just drinking with friends. And when they do, many still take their car for the ride home, often drunk and refusing to use a taxi or MUV.

MUV is an Uber-like app created in Paraguay, and as part of a responsible drinking campaign, our job was to convince people not to drink and drive.

Since Paraguay is a really hot country, it’s very common to bring a cooler filled with ice and beer packs to a friend’s house, so the beer stays cold. Part of the idea for this social media post was to recreate that familiar vibe: everything that happens when you go drinking with friends.

The concept starts simple and inviting, then reveals the real danger of how bad things can get when you drink and drive. The final message says: “If you drank, use MUV, so you don’t take your car.”

In Spanish, there’s a play on words with Tomá ~ it means both “Drink” and “Take.”

The idea was originally pitched as a quick, casual video, but then the client asked for a storyboard to better understand what would happen. Once the concept was consolidated, we created this fast and scrappy storyboard, which got approved for production.

It was shot in BMPCC 6K and Sony A7iii, with Camilo Maidana helping in camera and also as an actor with Ibrian Romero.

Editing, music, color, post-production, idea, and overall realization it was made by me and Camilo Maidana.