Project Creative Brief - RW San Miguel de Allende


Project Overview

Our campaign celebrates the unique character of our hotel and destination, capturing authentic moments of discovery and connection. Through stunning visuals and storytelling, we aim to showcase enriching experiences rooted in place—memories designed to linger and elevate every guest’s journey.

Within each theme–different perspectives that add emotion and ambience, from blurred forefront, to angled point of views of expressions and reactions. Over the shoulder point of views of dishes served. Capturing authentic moments of service, preparation, ambience and engagement, connections between people.

Short films - shot list planning overview

Tequila Bar – Mixology Experience

Voiceover narration | Visual storytelling | ASMR sequence | Lifestyle

An intimate, personal narration from a Brazilian mixologist leads us on a sensory journey. We explore the origins of tequila—born from blue agave, shaped by time‑honored traditions, and deeply rooted in culture. As the mixologist crafts iconic cocktails known around the world, the visuals immerse us in texture, sound, and movement. Each moment reveals a new layer in tequila’s rich tapestry of flavor, heritage, and artistry.

Pirules Restaurant (Evening, Dining Experience)

Visual storytelling | ASMR sequence | Lifestyle

The scene unfolds in the warm glow of Pirules’ wood‑fired kitchen. Chef Odín Rocha presents a seasonal menu centered on local ingredients, blending modern technique with regional heritage. Firelight flickers across the space as the sounds of the grill, careful knife work, and quiet seasoning mingle with low conversation, bringing the space to life.

Pirules Restaurant (Lunch Experience)

Visual storytelling | ASMR sequence | Lifestyle

The chef envisions a relaxed, open‑air dining experience where guests savor seasonal dishes in the warm breeze of spring and summer. Set against the stunning backdrop of San Miguel de Allende—terracotta rooftops, golden light, and the hotel’s lush gardens—the film captures the beauty of eating outdoors in one of Mexico’s most iconic destinations.

We follow the chef as he interacts naturally with guests: explaining ingredients, presenting dishes tableside, and guiding them through flavors inspired by the region. The atmosphere is calm and intimate—laughter, clinking glasses, soft music, sunlight filtering through leaves.

This short film becomes a celebration of craftsmanship, connection, and the simple joy of sharing food in a beautiful place.

Wellness Cacao Ceremony (Outdoors)

Visual storytelling | ASMR sequence | Lifestyle

The experience begins in the kitchen, observing the mindful process of preparing cacao—roasting, grinding, stirring, and blending its rich, earthy aroma. Natural sounds and close-up textures create a calming ASMR effect as the cacao comes to life.

The ceremony then unfolds beneath the open sky, where soft natural light and the surrounding landscape evoke a deep sense of calm. Rooted in ancestral tradition, this cacao ritual invites guests to pause, reflect, and connect inward. As participants gather in quiet focus, the warmth of the cacao encourages clarity, gratitude, and a gentle sense of renewal—an intimate moment of presence in nature.

Leisure by the pool

Visual storytelling | ASMR sequence | Lifestyle

Golden light washes over the colonial rooftops as a group of friends lounge in an elevated cabana above a shimmering pool. The scene breathes with slow, drowsy warmth — soft chatter drifting between them, the gentle clink of ice in cocktail glasses, and the distant hum of the town below. Sunbeams catch the ripples on the water, throwing moving reflections across stucco walls and woven textiles. Laughter rises, relaxed and unhurried, as a breeze stirs the curtains and the afternoon drifts effortlessly toward evening.

Garden side Cooking class experience: Jardin Lavanda

Visual storytelling | ASMR sequence | Lifestyle

The chef steps forward with an easy confidence, inviting guests into an intimate, hands‑on exploration of traditional Mexican cuisine. Their interaction feels genuine and unhurried: guests lean in as the chef crushes aromatic spices, demonstrates centuries‑old techniques, and shares stories behind each ingredient. Laughter mixes with the rhythmic sounds of chopping, sizzling, and the rustle of garden leaves.

Camera glides through the scene—close‑ups of hands working masa, steam rising from a simmering mole, sunlight catching on vibrant produce freshly picked from the garden. The mood is warm, authentic, and immersive, capturing a moment where luxury blends seamlessly with cultural tradition.

Art at La Casona and Galería

Voiceover narration | Visual storytelling | ASMR sequence | Lifestyle

The scene opens inside the grand halls of La Casona, sunlight streaming through tall arched windows and illuminating textured stone walls. Guests move slowly through the space, their voices soft with curiosity as they encounter hand‑picked masterpieces that line the vibrant cultural haven.

The group follows the guide into Galería San Miguel, where each room bursts with color and character—brilliant contemporary canvases, intricate folk‑art sculptures, and evocative regional works that tell stories of heritage and imagination. As guests pause before each piece, their expressions shift from intrigue to awe, discovering unexpected gems curated with intention.

The camera glides over rich details: brushstrokes glowing under gallery lights, reflections in polished floors, hands tracing the air as guests discuss what moves them. Soft footsteps and whispered wonder create a gentle rhythm, capturing a moment of discovery in one of Mexico’s most artistic sanctuaries.

Residence experience: friend gathering for BBQ nights

Visual storytelling | ASMR sequence | Lifestyle

Dusk settles over the private residences of the Rosewood, painting the colonial rooftops and garden courtyards in deep golden light. In a secluded terrace overlooking the town’s iconic skyline, a group of friends gathers for an intimate BBQ night. Lanterns sway gently in the evening breeze, casting warm patterns across stone walls and lush greenery.

The grill glows with soft amber flames as the chef sears locally inspired dishes—aromas of roasted chiles, herbs, and wood smoke drifting into the air. Laughter rises in waves, unhurried and genuine, as friends lounge around a long, rustic table set with artisanal ceramics and flickering candles.

Camera glides between moments: hands passing plates, cocktails catching the last light of the day, friends leaning back into plush seating as the sky transitions from rose to indigo. The atmosphere feels effortlessly luxurious—relaxed yet refined, capturing the essence of connection, comfort, and the magic of San Miguel evenings.

Residence experience: breakfast gathering

Visual storytelling | ASMR sequence | Lifestyle

The film unfolds as a series of poetic, interconnected moments—no dialogue, only gestures, glances, and ambient sound. The story follows four friends waking up to a quiet, beautiful morning and coming together to share breakfast. Soft light spills across the textured walls of the residence. Close‑ups: a slow pour of coffee, steam rising. Someone opens French doors to reveal the city glowing pink with sunrise. Friends drift into the terrace one by one— relaxed, gently smiling. Hugs, easy laughter, that quiet joy of being with people who know you fully. A beautifully set table: fresh fruit, conchas, local pottery, florals, mimosas. Shots of hands passing plates, clinking glasses, tearing bread.

The camera floats between details and overhead views. Cutaways of San Miguel’s streets, rooftops, church domes—hinting at the city’s spirit. Voiceover (optional): gentle reflections on friendship, slowing down, savoring life.The group lingers long after breakfast is done. The final shot lingers on the table—half‑empty glasses, crumbs, sun-drenched linen—proof of a morning well lived. Fade out as birdsong blends into the quiet city.

Leisure Strolls inn the heart of San Miguel

Visual storytelling | ASMR sequence | Lifestyle

The scene opens to where friends wander through the historic streets with an easy, unhurried rhythm. The late‑afternoon light spills across vibrant facades—ochres, corals, and deep terracotta—giving every corner a painterly glow.

Their footsteps echo softly through narrow lanes lined with wrought‑iron balconies and blooming bougainvillea. As they walk, the group pauses to take in hidden courtyards, artisan shops, and the small details that make the city feel alive: the sound of distant church bells, the scent of fresh pastries drifting from a doorway, a musician playing softly in the shade of an arch.

The camera sweeps upward to reveal the iconic Parroquia towers rising above the skyline, then returns to intimate close‑ups—smiles, glances, the spark of discovery as the friends explore together. Laughter blends with the ambient buzz of street life, creating a vibrant tapestry of color, culture, and connection.

The stroll becomes more than movement; it’s a shared moment of wonder in one of Mexico’s most enchanting cities.

Wellness: Private fitness classes

Visual storytelling | ASMR sequence | Lifestyle

This sequence captures a serene yoga flow—breath and movement harmonizing in a tranquil courtyard, framed by hand‑carved stone, quiet greenery, and the gentle hum of a city just beginning to stir.

A grounding, empowering strength‑training session set against the warm textures and artisanal details of the hotel’s private fitness space. Focused movements, clean lines, and deliberate pacing highlight the balance, control, and inner vitality that define a modern wellness journey.


Project Mood board

Film and photo displayed are a collection of inspiration for illustrative purposes only. Not to be taken as literal representation. Only to guide pace, mood, editing style, etc.

Wardrobe Inspiration - Female

Wardrobe Inspiration - Male

Contacts

Slider Agency • Brian Slider • brian@slideragency.com

Rosewood San Miguel • Arantxa Cervantes • arantxa.cervantes@rosewoodhotels.com

Rosewood San Miguel • Ximena Bivian • ximena.bivian@rosewoodhotels.com