client: Bacardi

Live action + still photography

The Wade Brothers photographed and directed the global Untameable campaign for Bacardi with BETC and Making Pictures in Panama and Mexico. The images focus on the brand’s famous heritage and the incredible struggles that the family overcame to get to where they are today, including fires, exile, prohibition, and Cuban revolutionaries.

“They have had the brilliant idea of telling Cuba’s story through a family and a business that have been at the center of that country for as long as there has been a country, indeed even longer.”
—BARRY GEWEN

“The new Bacardi campaign aims to be more memorable by focusing on a history unique to the brand.”
—ANDY J GIBSON, GLOBAL CHIEF MARKETING OFFICER AT BACARDI

Photographers & Directors: The Wade Brothers
Post-production: Realfake
Agency: Making Pictures & BETC

Still photography shot by The Wade Brothers for the Bacardi Untameable campaign.