Patrón

Challenge

Give Patrón El Cielo a distinctive place in a premium tequila category dominated by established names like Don Julio 1942.

Insight

Premium tequila had become very tied to late nights, bottle service and a fairly predictable idea of luxury. We saw an opportunity to do something a little more refined.

Creative

We moved El Cielo away from the usual nightclub clichés and positioned the world’s first 4x distilled silver tequila as something that could elevate any occasion. The result was a lighter, more contemporary expression of luxury, built around the liquid, the ritual and the craft behind it.

Results

The work helped Patrón establish a new space for prestige silver tequila and picked up a Creative Pool Award for the product photography, shot with Jason Bailey Studio.

Role

Concept, Creative Direction, Team Leadership