1stAveMachine | Jose Cuervo “Date More Human” Storytelling production company 1stAveMachine has partnered with creative agency Mekanism to bring to life a hilarious campaign for Jose Cuervo, the world’s best-selling tequila brand. Helmed by 1stAveMachine directors Marc Reisbig and Miguel Espada, the campaign, entitled “Date More Human”, visualizes the awkwardness of first dates, especially through dating apps, by capturing an actual conversation between two robots trying to make small talk. It inspires audiences not to date like bots and make human connections with help from Jose Cuervo. Behind-the-scenes, 1stAveMachine used an AI chatbot to develop the dialogue, which was based upon icebreakers and banter from real-life experiences. 1stAveMachine’s unique collaborative approach brought together Reisbig for his comedic, yet cinematic, storytelling chops and Espada, a professor of AI at the University level with extensive experience with robots and filmmaking. The campaign rolls out across digital and social channels and, via a paid partnership, will get distribution on the Tinder dating app. Credits: Campaign Name: Jose Cuervo “Date More Human” Client: Proximo Spirits; Jose Cuervo Chief Marketing Officer: Lander Otegui Group Brand Director: Felix Palau Brand Director: Alex Conison Creative Agency: Mekanism Executive Creative Director: David Horowitz Sr. Copywriter: Sharath Verghese Sr. Art Director: Brad Kranjec Director of Production and Business Affairs: Kati Haberstock Executive Producer: Felix Messina Senior Business Affairs Manager: Kourtney Luster Managing Director: Tor Edwards Group Brand Director: Jonica Reed Brand Director: Brad Ure Chief Strategy Officer, East: Ambika Pai Strategy Director: Asher Stamell Communications Strategy Director: Rachelle Avila Project Director: Sean Gilleylen Production Company: 1stAveMachine Directors: Marc Reisbig & Miguel Espada Partner/Executive Producer: Sam Penfield Executive Producer: Peter Repplier Executive Producer: Kerry Smart Producer: Christabelle Stone Director of Photography: Jordan Buck From the creator: A friendly reminder from Jose Cuervo to keep your dating app DMs interesting. You're not a bot. Don't date like one.