Jim Beam Commercial featuring Edwin Diaz

Where's a vibrant location, filled with culture and good vibes in order to shoot a Jim Beam Commercial featuring Edwin "Sugar" Diaz? Where else but 106th street in El Barrio. The home of the Julia Del Burgos Cultural Center, Taller Boricua, Rafael Tufiño Printmakers Studio, The Graffiti Hall Of Fame and La Fonda Boricua Restaurant just to name a few. Award winning director Ben Dejesus and I once collaborated on a successful ESPN Deportes commercial back in 2001. It was filmed on 118 street, the block I grew up on in East Harlem. This time, the task would be to art direct a commercial for Jim Beam. This huge opportunity allowed me to once again showcase El Barrio's beautiful landscape and culture while helping the local business in the area.

The concept was to film Sugar walking through the fascinating streets of El Barrio as he engages with the community he loves. Edwin describes how he grew up in Naguabo, Puerto Rico and how his parents helped him fulfill his dream of becoming a baseball player. He also explains how he gives back by helping the children of Naguabo. As he reminisces, Edwin reunites with family and friends as they enjoy a few Jim Beam cocktails at his favorite restaurant in El Barrio, La Fonda Boricua. It was truly an amazing experience meeting Edwin but also working with the imaginative NGL Collective team.