EXTRAVIRGIN – Taste it for the very first time
"Extravirgin – Taste it for the very first time": a music video and cultural project that showcases the regenerative power of extra virgin olive oil. Original music, cinematic storytelling, and educational content promote EVO culture around the world.
The story
“Extravirgin – Taste it for the very first time” follows the story of John: a man trapped in bad habits rediscovers health, taste, and relationships thanks to the rediscovery of extra virgin olive oil.
The language is cinematic, ironic, and informative: short educational panels explain the benefits and correct conservation practices.
This video is not a stylistic exercise or a promotional method for Casa Julia and its products, but rather aims to be an easier-to-use tool for disseminating and educating the public about the countless properties of extra virgin olive oil. "Extravirgin" does not promote a brand, but an idea: that of a more conscious world, where real food and the culture of oil return to the center of everyday life. For this reason, it can be distributed and used freely, excluding commercial uses.
Find your favorite version
Different styles, same message. Find the style that best suits you and spread the message of extra virgin olive oil.
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Extravirgin: John's story

United States of America, 1950s.
The protagonist is John, a sickly-looking man of about 40, a middle-class employee, a loner, who doesn't take care of his appearance or his health, and almost always eats junk food in fast food restaurants.
He lives in a small town in the central American states, the kind with identical houses and a Main Street.
John walks along the sidewalk of Main Street and stops in front of a window with the sign “Doctor’s Office.”
He has an appointment with the doctor to discuss his latest medical tests.


John sits next to Dr. Stone, his doctor since he was a child. Dr. Stone explains to John that his tests aren't looking good at all. He must change his lifestyle and lead a healthier life or he'll have serious health problems. John tries to reply but then bows his head in resignation.
John is sitting at the table at the fast food restaurant he frequents every day. The waitress Linda brings him his usual lunch: a hamburger with fries and a giant Coke. But John isn't happy. He begins to see the sadness and squalor of that place and that lunch, and a sense of revulsion creeps into his mind. The waitress Linda understands his situation and his state of mind and decides to offer him an alternative. She hands him a flyer for a farm that produces extra virgin olive oil and offers free samples. She explains how much the use of extra virgin olive oil could benefit his health and strongly advises him to go.


John is sitting in his car parked in front of the fast food restaurant. He's unsure of what to do. Part of him wants him to go in as usual and take refuge in a comforting and familiar habit. Another part of him pushes him to abandon his usual habits and try something new. Suddenly, he remembers the flyer Linda gave him, takes it, and reads it. He begins to understand that perhaps there is a way out of his situation, and he begins to believe it so much that he begins to talk aloud to himself as if to finally convince himself. Ultimately, he decides not to go into the fast food restaurant and to go home.
The scene changes completely.
We are in Dr. Stone's office, where he points with a wand to some paintings on the wall explaining the benefits of EVO oil for the heart, brain, longevity, veins, and arteries.


Signs appear in sequence indicating which situations should absolutely be avoided when storing EVO oil.
Do not expose it to light, do not leave the bottle open to prevent it from coming into contact with oxygen, keep it away from heat and store it in a cool, clean place.
Only in this way will you be able to have a product with the quality of the first day over time.
John is traveling on Route 66 towards the farm.
As he drives, surrounded by the desert, he remembers the moment at the fast food restaurant when Linda gave him the flyer, begging him to come.
He smiles at that memory, certain he's made the right choice. He still doesn't know the surprise that awaits him.
Along the road, he stops at a gas station to ask for directions to the farm and sets off again, continuing along the road through the desert.


John arrives at the farm.
He drives through the large entrance gate. The video, which until then had been black and white, like John's life, changes to color.
John reaches the farm, gets out of the car, and begins to understand that something is about to happen.
He raises his head to the sky, closes his eyes, and opens his arms to welcome the warmth of the sun.
At that moment, the transformation occurs.
The "old John" becomes the "new John," the same age but healthier, more cared for, and finally serene.
The miracle of EVO oil is about to happen.
John enters the farm and finds Linda, its owner. Linda introduces him to the path of knowledge of EVO oil; John tastes it and falls in love with it.


The flower-filled pergola under which John and Linda met is filled with people smiling and talking as they exchange trays of bread and oil.
Linda has not only shown John the path to a healthier life, but has also introduced him to a new social life that will finally free him from his solitary existence.
We are in a large olive grove. Some men at the top of some ladders are busy picking olives from the trees by hand.
On the ground, women and children are picking the olives from the nets and placing them in large wicker baskets.


The scene changes. In the olive grove, there is an old pickup truck loaded with baskets of olives. Some women are chatting among themselves, and children are running happily around the pickup truck.
The camera begins to move up and away from the scene until it fades.
Lyrics
I was full of illnesses
I was getting old too fast
eating only that junk food
until I found you
Is your meal incomplete?
In the end are you sad and blue?
So you have to try
Yeah, you have to try
this nature's miracle
Extravirgin
taste it for the very first time
Extravirgin
leave bad habits, choose better life
Protects your heart and your brain
keeps you young, cleans your veins
have it some every day, believe me, it's your way
No sunlight, no oxygen
away from heat
keep it fresh and clean
And it will be as good
Yeah, it will be as good
as the first day
Extravirgin
taste it for the very first time
Extravirgin
leave bad habits choose better life
Whoa-oh-oh, ah
No sunlight, no oxygen
away from heat
keep it fresh and clean
And it will be as good
Yeah, it will be as good
as the first day
Extravirgin
taste it for the very first time
Extravirgin
leave bad habits choose better life
Extravirgin
Ooh-ooh, Extravirgin
makes so good inside
and you taste it
and you love it
and you want it
Oh-oh, oh-oh-oh
Ooh baby, yeah
Can you hear your heartbeat for the very first time?
Parlano di Extravirgin…
Qui di seguito chi ha citato il progetto nei propri canali informativi.
Web
Mercacei
Mercacei è una testata editoriale spagnola specializzata nel mondo dell’olio d’oliva, dell’olivicoltura e delle olive da mensa, con forti radici nel settore professionale dell’olio EVO. È una delle realtà più riconosciute e influenti a livello internazionale nel suo campo, soprattutto per chi opera nella produzione, commercializzazione e divulgazione dell’olio extravergine.
Ha dedicato l’editoriale della sua newsletter settimanale a “Extravirgin”.

Ítala Marx
Ítala Marx, Food Scientist & Olive Oil Chemistry Expert, ha dedicato un post al progetto.
(…) What impressed me most was the strategy behind the idea, using music and emotional storytelling as vehicles to educate, raise awareness and restore value to real food. (…)

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