Bringing the Blue Mountains to life in Latin America with full 3D VFX production across five markets
Alerta created two full 3D VFX spots for the campaign, Blue Mountains and Canned Cold. Rather than shooting on location, we filmed only the beer pour in the studio and built the entire surrounding world through 3D VFX and compositing, a production approach that delivered a pre...
The Challenge
Coors Light's Blue Mountains brand icon is one of the most recognizable visual cues in beer advertising, the mountains that turn blue when the beer is perfectly cold. Adapting this for Latin American audiences required more than translation. Cultural nuance and local context were essential for audiences in five distinct markets to truly see themselves in the work, while the brand's core visual identity and temperature cue had to remain intact and unmistakable.
The Solution
Alerta created two full 3D VFX spots for the campaign, Blue Mountains and Canned Cold. Rather than shooting on location, we filmed only the beer pour in the studio and built the entire surrounding world through 3D VFX and compositing, a production approach that delivered a premium cinematic result while maximizing efficiency across five markets simultaneously. The campaign was produced in three audio versions to serve each market with the right accent and language register: English, a Puerto Rican accent for the Caribbean markets, and a neutral Spanish accent for Honduras, Mexico, Panama, and the Dominican Republic. Local cultural nuance was embedded in the creative adaptation, ensuring audiences in each market felt the work was made specifically for them rather than imported from a US general-market brief.
Campaign Content
Static Content · Social & Print
How We Did It
Full 3D VFX production
We built the entire world of both spots through 3D VFX, shooting only the beer pour in the studio and compositing it into fully rendered environments. This approach delivered a visually premium result that matched the ambition of the US general market campaign while giving us complete control over the brand's iconic visual elements across every frame.
Studio efficiency at cinematic scale
By limiting the live-action shoot to the product pour only, we maximized production efficiency without sacrificing visual quality. The full 3D approach allowed us to adapt both spots for five markets from a single production base.
Three audio versions for five markets
We produced three distinct audio versions: English, Puerto Rican accent, and neutral Spanish accent, pairing each with the markets where it would feel most natural and credible. Puerto Rico and the Dominican Republic received the Caribbean Spanish version, while Honduras, Mexico, and Panama received the neutral accent, ensuring every market felt spoken to directly.
Cultural adaptation at the core
While the brand idea originated in the US general market brief, the cultural adaptation was built into every creative decision from talent selection and accent choices to consumption occasions and visual framing, so audiences in each of the five markets could genuinely see themselves in the work.
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