--- title: "Novamex / Jarritos Documentary | Growth Case Study | NDA" description: "A confidential Novamex and Jarritos documentary, told through behind-the-scenes production across three cities." url: https://newdiscovery.agency/case-studies/novamex-jarritos-documentary/ language: en --- Growth Food & Beverage # A confidential Jarritos documentary, told through the people and production behind the brand. NDA followed a small team out of Juarez and across three cities to document how Jarritos moves from heritage, labor, and industrial scale into one coherent brand story. Novamex Brand owner and distribution company behind Jarritos in the U.S. market. [Visit client website](https://novamex.com/) Industry [Food & Beverage](https://newdiscovery.agency/industries/b2c/) Business Unit Growth Market Mexico / United States · Consumer beverage manufacturing Engagement Documentary development, field production, and BTS capture Services Delivered Documentary Development Field Production Interview Capture Production Logistics Post-Production Browse Related Case Studies [Content Production](https://newdiscovery.agency/case-studies/?unit=growth&tags=content-production) 3 cities in production route 1 confidential documentary Lean crew structure [Back to Case Studies](https://newdiscovery.agency/case-studies/) Mentions & Resources ## Brand context behind the confidential film. [ Client Novamex Food and beverage distribution Company context behind the assignment Open link ](https://novamex.com/) [ Brand Jarritos Consumer beverage brand Product universe the documentary was built around Open link ](https://jarritos.com/) Overview This was not a commercial spot. It was a documentary assignment for [Novamex](https://novamex.com/) built around the story of [Jarritos](https://jarritos.com/), its production environments, and the people who had been there from the start. The final piece cannot be shown publicly because of confidentiality. That changes how the case has to be told. Instead of leading with finished frames, this page leads with what made the film possible: a small team leaving from Juarez, moving across three cities, working through impressive production environments, and building a documentary language around process, legacy, and scale. That is precisely why the behind-the-scenes material matters. The value of the work sits in the access, the logistics, the interviews, and the editorial judgment required to connect artisanal roots with modern industrial output without flattening either one. The Challenge ## Make the production process feel human, _without losing the scale of the operation._ Jarritos carries emotional weight as a brand, but the documentary could not rely on nostalgia alone. The assignment had to show how the product comes to life across multiple environments, how the operation works at industrial scale, and how long-tenured people inside the system give that scale a human story. The creative problem was balance. If the film leaned too far toward machinery, it would feel cold. If it leaned too far toward heritage, it would underrepresent the sophistication of the operation. NDA had to hold both truths at once. The Approach ## Travel light. _Capture the process, then find the story inside it._ NDA built the production around mobility and observation. A lean crew moved across the route, captured interviews and floor coverage, and documented the environments needed to explain the Jarritos operation from multiple angles. Because the piece was documentary-led, the team had to stay alert to more than beauty shots. Production lines, conversations, travel moments, and the lived experience of the people involved all had to contribute to a story arc that could stand in front of executives, investors, and families during the annual Novamex event. This is the kind of engagement that clarifies the difference between ordinary video production and strategic [content production](https://newdiscovery.agency/growth/content-production/). The deliverable was not just a record of activity. It was a narrative instrument built to increase appreciation for the brand, the work behind it, and the systems that sustain it. Behind the Scenes ## Since the final documentary is confidential, _the BTS becomes the public proof layer._ - ![NDA crew directing and filming with plant staff during the Jarritos documentary](https://newdiscovery.agency/assets/case-media/novamex-jarritos/novamex-jarritos-field-direction.jpg) This frame tells the production story more clearly: field direction, interview capture, and a documentary crew working inside a live industrial environment. - ![Production monitor showing an interview setup during the Jarritos documentary](https://newdiscovery.agency/assets/case-media/novamex-jarritos/novamex-jarritos-monitor-shot.jpg) The monitor view shows the kind of control the project needed: shaping a human story inside an industrial setting without losing visual discipline. - ![Behind the scenes on the Jarritos factory floor](https://newdiscovery.agency/assets/case-media/novamex-jarritos/novamex-jarritos-bts-floor.jpg) The BTS floor images help explain the real challenge: move through live production environments while preserving enough calm and precision to tell a brand story. - ![Interview capture during the Jarritos documentary](https://newdiscovery.agency/assets/case-media/novamex-jarritos/novamex-jarritos-interview.jpg) Interviews were central to the film because the strongest version of the story came from people who had lived the growth of the brand firsthand. - ![NDA team heading out for the Jarritos documentary field route](https://newdiscovery.agency/assets/case-media/novamex-jarritos/novamex-jarritos-travel-team.jpg) The route itself became part of the story. Travel, fatigue, and adaptation were not side notes. They were part of how the final documentary was earned. Slide 1 of 5 Results & Impact ## A documentary that helped stakeholders see _the value behind every bottle._ 3 cities crossed to build one coherent documentary narrative 1 confidential film delivered shown in a high-trust stakeholder environment Stronger brand appreciation through visibility into process, labor, and scale The immediate impact came from how the documentary helped annual-event attendees understand the work behind the brand more clearly. Executives, investors, and family members could see the production journey, the people carrying it, and the sophistication behind what might otherwise be taken for granted. That is valuable for ranking and outbound interest as well. Even without publicly releasing the final cut, the case demonstrates NDA's ability to tell industrial and brand stories through documentary production, strong access, and disciplined behind-the-scenes capture. Capability Signal ## What this engagement reveals _about Growth._ Growth can build documentary work around brands that need more than polished ad language. This case shows field logistics, interview capture, industrial storytelling, and editorial shaping working together under confidentiality. For clients with complex operations, that matters. The hardest stories are often the ones where the value is real but not visually obvious until someone structures the narrative correctly. Related Case Studies [ Sports & Entertainment Union Promotions | NDA Case Study Identity, event graphics, social, streaming support and boxer photography built a fight-promotion brand from scratch. Read ](https://newdiscovery.agency/case-studies/union-promotions/) [ Healthcare SEISA | Growth Case Study SEISA gained a stronger web foundation, clearer service architecture, and a more authoritative search-facing content system. Read ](https://newdiscovery.agency/case-studies/seisa/) [ Professional Services AI-ONE Deployment | Growth Case Study NDA rebuilt a fragmented acquisition stack into one AI-ONE-powered system, improving pipeline quality while reducing reporting and attribution noise. Read ](https://newdiscovery.agency/case-studies/ai-one-deployment/) ## Related questions What is the difference between AI-assisted content and AI-generated content? AI-assisted content uses AI for research, outlining, drafting, and editing — with human judgment governing strategy, accuracy, and voice. AI-generated content is produced and published with minimal human review. The distinction matters for E-E-A-T: Google's quality signals reward demonstrated human expertise; content that reads as auto-generated without editorial review tends to underperform in both rankings and conversion. How do you build a content program that supports both SEO and sales enablement? The overlap is in problem-aware content: articles, guides, and comparisons that address the questions buyers ask during evaluation. SEO wants this content to rank for those queries; sales wants it to share with prospects who raise those objections. A content calendar built from demand signal data and sales call recordings will naturally produce assets that serve both goals. [See all FAQs →](https://newdiscovery.agency/faqs/) Focused Partnerships ## Results like this _start with a conversation._ If your organization is ready to build this properly, the next step is a conversation about scope, goals, and fit. [Start an Engagement](https://newdiscovery.agency/contact/)