We Didn't Invent Tequila, We Perfected It.
ROLE: GROUP CREATIVE DIRECTOR
Patrón is the leading premium tequila brand in the market, but too often, people associate the brand with college "shot" culture. To shift the perception, we wanted to introduce people to Patrón's meticulous handcrafted distillation process. While other brands leaned into humor or history, we leaned into what makes Patrón, Patrón. And that is it's dedication to perfection. We didn't invent tequila, we just perfected it.
We created a Patrón world that was elevated, simple, and elegant. Whenever possible, we brought out handcrafted elements, even in the ad.