Corona’s La Casa Artist Residency breeds new talent in MT Warning via MC Creative, Sydney
Following in the footsteps of musician Angus Stone and surf legend Kelly Slater, emerging singer songwriter MT Warning is the latest artist to feature at Corona’s La Casa Artist Residency, part of the ongoing ‘On Mexico Time’ campaign via MC Creative, Sydney.
The brainchild of filmmaker Taylor Steele, La Casa Artist Residency has been a huge success since its launch in September 2012. Situated on an idyllic beach location, the house is equipped with an in-house recording studio, art room and world class surf-break, and provides a space where musicians, designers, artists and surfers alike can escape, be inspired, and create.
Fast becoming a name of his own, MT Warning’s original written and recorded track ‘Sinking Sun’ was born out of La Casa and currently features in Corona’s advertising campaign On Mexico Time. A new video, released on lacasa.net.au today, provides viewers with a rare opportunity to gain insight into the creative process behind MT Warning’s latest single, recorded during his stay at the creative haven.
Says MT Warning: “When I heard that Corona wanted to use ‘Sinking Sun ‘ in their new campaign, I was very humbled. I recorded the acoustic version of the track on a whim while at La Casa; when Taylor asked if he could have a demo of the track to listen to I had no idea he’d pitch it for use in Corona’s advertising campaign.
“The song is about travelling and the memories of travelling, how the destinations we seek are only enhanced by the people we share it with. ‘Sinking Sun’ was written as a memory of those travelling times; On Mexico Time really brought it back to the present. I couldn’t have asked for a better video clip to bring the essence of the song to life.”
Todd Atkinson, Corona Extra marketing manager said the Corona La Casa Artist Residency has already proven to be an extremely successful marketing platform for the Corona brand.
Says Atkinson: “La Casa has given us the opportunity, not only to integrate the platform across other brand activity, but to partner with a number of talented and creative individuals and groups, as well as gain access to established and emerging artists such as MT Warning.
“MT Warning’s acoustic track ‘Sinking Sun’ was the exact tune we were looking for to feature in our TVC, and the fact it was created at Corona’s very own La Casa Artist Residency, is fitting.”