GORE-TEX® Brand Studio: World Tour — Mexico

World Tour is a format Beinghunted. developed for the GORE-TEX® Brand. The Mexico chapter opens the series. It was made with Gabriela Alatorre and Henrik Alm on a return trip through Mexico, taken ahead of a wedding to show parts of the country to family.

The route runs from the coastlines of Baja California Sur to higher ground and the mountains of Jalisco, Gabriela’s hometown. Open roads, time near the sea, desert terrain, quieter landscapes inland. Gabriela is the protagonist throughout, filmed across the full span of a day and into the night. The pace follows the travel itself.

The film language is textural. High contrast, macro detail, slow motion and speed ramps that turn movement into something sculptural. GORE-TEX® Products appear at close range: water beading on a surface, wind moving through fabric, a seam filling the frame. Plants, insects, rocks and skin are shot at the same distance, until the register between them levels out. At night the images turn to neon, passing cars, light bent through rain and glass. Image and sound were built as one piece.

Versatility reads clearly when one wardrobe crosses coast, desert, mountain and city in a single trip. Mexico offered all of it inside a few days of driving. The garments carry the change in terrain and temperature quietly, worn as part of the day rather than as the point of it.

The trip existed for its own reasons. A wedding, family, places Gabriela already knew by heart. The film followed that and stayed inside it. Casting a protagonist who is at home in the landscape puts familiarity into every frame, and familiarity is what makes the ordinary usable as material.

The chapter is built for the senses first. Texture carries the argument. Function is felt at the level of skin, fabric and light, and the GORE-TEX® Brand appears as one element in that collage.