Pacifico Sponsors regular guy’s life and he responds...

“…Sounds good, if you need me I’ll be tracking down the 60ft prehistoric Megalodon shark living in the Sea of Cortez”.

To keep Pacifico authentic we shy away from the cliché, tourist driven views of Mexican culture, and tap into the authentic, indigenous side. When we cast spots we find actual travelers, journeymen and locals—never actors. This process introduced us to our eventual soul mate, Ira Evan Nevius.

Ira is a California-grown ex-pat, who’s been living off the land in Mexico since the late 70s. This man is one of a kind. And the first ever “random dude”, whose life came to be sponsored by a beer company.

The meeting:

During the first Pacifico shoot 5 years back, Ira showed up at a casting call—to make a long story short—he didn’t make the cut, but became invaluable as our location scout, translator, fishmonger, song singer, and random knowledge source. Eventually his undeniable intrigue was too great to deny the world of. Everyone who met him would leave with a myriad of new stories and adventures. He needed a venue to tell his story.

The place is now called, Iralandia: Mexico Randomly assorted by Ira

Ira documents his day-to-day, which is a far cry from most folks routines. He spear-fishes, constructs milk can lanterns, makes Tahitian ceviche, swims with whales, surfs with planes, sings bonfireside, drops more knowledge than you could imagine about Palm trees, and too much more to explain. You’ll just have to see for yourself.

The Process:

Ira’s life is interesting enough on its own, but if we think of something interesting we will send out the “Ira signal”, and without thinking twice about it, he heads out on our mission.