OUR HANDS
Client: Patrón
Deliverables: TVC, OLV, Social, OOH, Print
Clio Music Silver
Clio Bronze / Music & Sound Craft
Short Awards Shortlist
One Show Shortlist / Music
One Show Shortlist / Editing
One Show Shortlist / Film
One Show Shortlist / Moving Image Craft
Patrón is one of the few major tequila brands that still produces tequila largely by hand, honoring traditional methods. Unlike many large-scale producers that rely heavily on automated processes, Patrón emphasizes artisanal craftsmanship: roasting agave in traditional ovens, hand-crushing it, and hand-bottling each batch.
Yet this dedication was largely unknown and unseen.
For Patrón’s new brand campaign, we set out to reveal their passion for authenticity, showcasing the real artisans who meticulously handcraft the world’s finest tequila.
MADE BY HAND.
CRAFTED BY PASSION.
In addition to Patrón’s real tequila artisans, we worked with Latin American composer Andrés Levin to compose the track; Oaxacan photographer Enrique Leyva to capture portraiture; and Mexico-based fashion designer Sandra Weil to hand-sew a custom wardrobe.
CreditsAGENCY: MullenLowe LA
Carlos Alija & Laura Sampedro: Executive Creative Directors
Victor Monclús: Creative Director
Fabio Brigido: Head of Design
Mary Wuensch: Associate Creative Director, Art Director
Ashley Suarez Wood: Associate Creative Director, Copywriter
Michael Marcheco: Art Director, Content Photography
Christian Franco: Associate Strategy Director
Judd Stricker: Producer
Peter Jacobs: SVP, Group Account Director
Hector Romero: Account Director
Anita Patel: Account Supervisor
Maya Smithson: Account Executive
Tori Stosic: Project Manager