Astral Tequila, the official tequila partner of Warner Bros. Pictures' highly anticipated Practical Magic 2 and featured on-screen in the film, is bringing its bright and crisp tequila to the franchise’s iconic cocktail tradition with the Astral Midnight Margarita and “It’s Midnight Somewhere,” an original five-part social microdrama starring real-life sisters, models, and television personalities Brooks and Grace Ann Nader. Created in partnership with the production company Merman and directed by Madelaine Turner inspired by the mystery, magic, and sisterhood of Practical Magic 2, the series follows the sisters as a night of making Astral Midnight Margaritas turns into an unexpected adventure filled with humor, surprises, and sisterly shenanigans.
All five episodes are now LIVE on Astral’s YouTube Shorts channel.
"Microdramas are a very effective format for brand storytelling, and this project is the type of brand-inspired entertainment that Merman specializes in," said Kira Carstensen, Global Managing Director at Merman. "Astral Tequila, and the upcoming film Practical Magic 2, are integrated into the story and made a key part of the narrative. You might say there is ‘magic’ in the microdrama method; it is as much a piece of entertainment as it is brand messaging. We loved working with Astral Tequila, Hunter PR and Warner Brothers and applaud them for taking this adventurous approach."
“Creatively, the microdrama format gave us room to really play,” said Turner. “We established characters and a world and gave audiences a reason to come back for the next episode. That episodic structure also gave us more opportunities to build Astral into the heart of the story. The sisters have that playful push-and-pull — they tease each other, they have completely different personalities, but there’s always that underlying closeness. That felt like such a natural fit for a story built around sisterhood and connection, and around those moments of getting together, making an Astral Midnight Margarita and seeing where the night takes you.”
"The 'Midnight Margaritas' tradition embodies the same energy that's at the heart of Astral Tequila: the best nights are made brighter by the people you share them with, especially with an Astral Midnight Margarita in-hand," said Jenn Rapp, Director, Portfolio Tequila & Mezcal at Diageo North America. "With its agave-forward, citrus profile, Astral brightens every cocktail, making it the perfect tequila for moments of connection."
Madelaine Turner is a Los Angeles-based writer, director, and content creator who revels in the visual medium and loves storytelling in all forms. Madelaine’s self-made viral videos – sitting at the intersection of period aesthetic and modern pop culture – have garnered millions of views and likes. With over 480K followers and counting on TikTok, her creativity has led to collaborations with high-profile brands such as Adobe, Gucci, PlayStation, Dolby and more. As a commercial director, Madelaine has brought her social-first creator mindset to large-scale campaigns for brands like Target, Walmart and Home Goods.
All five episodes of the “It’s Midnight Somewhere” will roll out across Astral Tequila’s YouTube Shorts, Instagram and TikTok beginning August 26. Microdramas are one of social media’s fastest-growing formats for storytelling, captivating audiences with bite-sized episodes, dramatic cliffhangers, and binge-worthy narratives. While the format continues to gain momentum, only a handful of brands have tapped into its potential to connect with younger audiences in the way they’re already consuming content.
CREDITS
Production Company: Merman
Director: Madelaine Turner
PR Agency: HUNTER
Talent Agency: starpower
Brand Team: Astral Tequila
Entertainment Partner: Warner Bros.
