The Process of Creation through the CASCARA Short Film for 35cl Cocktail Co. — PURVEYR

In line with PURVEYR’s 8th anniversary this month, Simon Te directed a short film co-produced by Niko Tiutan and Alex Atienza of 35cl Cocktail Co. CASCARA, the short film inspired by PURVEYR’s new anthem: “All Minds are Creative,” is a celebration of the collaboration between 35cl Cocktail Co. and PURVEYR which led to the beautifully crafted cocktail — the CE010: Cascara with Scent 001.

“The ‘All Minds are Creative’ concept came from a brainstorming session where we wanted to refine the purpose of PURVEYR. For this 8th year campaign and launch of the new tagline of the brand, we examined what we have been doing in the past, while re-envisioning what we want to continue doing in the future — and that is to continue growing the creative community and enabling Filipino creators,” shared by PURVEYR’s Marvin Conanan. “And while ‘Creative and Curious’ still define the values that the publication adheres to, the current anthem, ‘All Minds are Creative’ sets an empowering tone, telling us that everyone has the ability to turn their ideas, no matter how simple or other-wordly, into lasting and meaningful creations.”

Inspired by the campaign, CASCARA tells the story of how different creators realize their ideas in their respective disciplines, and is juxtaposed with CE010: Cascara’s own transformation process. “We wanted to tell the story of what it took to be a creator. The idea was to take the making of the cocktail and find parallels of it in the creative space,” Simon explained.

The short film gives a glimpse of the journey we go through in our creative pursuits, from taking in an inspiration, the exciting process of brainstorming, our first failures, the improvements we go through, our perseverance, our proudest moments, until all steps culminate into the opus. “I guess it’s unbridled enthusiasm to make things. It’s easy to wax poetic about being an artist and a creative and fail to acknowledge how humanizing the process actually is — there’s a lot of ruts, dead-ends, and failures in between,” Simon answered when asked about what he wished the takeaway would be from the film. And that message shined through the catalog of the different stages of a creative process represented by various visual cues from distinct artistic spaces — messy moodboards, clicking keyboards, raw sketches, smoky kitchens, and cluttered tables. In the same way, the creative process is conveyed through the meticulous creation that the CE010: Cascara underwent where ingredients were assembled, mixed, diluted, crushed, and more. As different processes were shown and voices translated into a unique understanding of the process of creation, the video concludes their truth into one unifying idea — that all minds are unique, all minds can ideate, and that all minds are creative.