CLIENT: Patrón “Our Hands”
Deliverables: TVC, social
ABOUT:
Patrón has always had a passion for tradition and artistry, no matter the cost. It’s one of the few brands that still makes tequila the hard way: by hand. But it was a background few people knew. It was time to reveal Patrón’s passion for its authentic process – namely, through the real tequila artisans who masterfully hand craft every bottle.
Note: I was hired after this idea was already sold to client.
MADE BY HAND. CRAFTED BY PASSION.
A passion for craft was showcased in front and behind the camera. In addition to Patrón’s real tequila artisans, we worked with Grammy winner Andrés Levin to compose the track, Vogue photographer Enrique Leyva to capture the photography, and Mexico-based fashion designer Sandra Weil to hand-sew a custom wardrobe.
Talk around town
“Artisans’ Hands Make the Music in this Spot for Patrón Tequila” - Adage Editor’s Pick
“Behind Patrón’s Stunning, Musical Celebration of its Hand-crafted Tequila” - Little Black Book
“Patrón Tequila - Our Hands” - Roastbrief US
CREDITS
LOVEBOAT
Airton “Tino” Carmignani
Director
Dustin Lane
DoP
Gui Marini Da Silva
Production Designer
Music
Andrés Levin
Composer & Music Producer
Jaxx Landry
Music Producer
LOCKT
Dan Abraham
Lead Editor
Rebecca Jameson
Executive Producer
SHAPE + LIGHT
Cara Lehr
Executive Producer
Rob Trent
Creative Director
Aaron Neitz
VFX Supervisor / Lead Flame
MULLENLOWE LA
Carlos Alija & Laura Sampedro
Executive Creative Directors
Javier Passerieu
Managing Director
Victor Monclús
Creative Director
Fabio Brigido
Head of Design
Mary Wuensch
Associate Creative Director, Art
Ashley Suarez Wood
Associate Creative Director, Copy
Michael Marcheco
Art Director, Content Photography
Judd Stricker
Producer
Peter Jacobs
SVP, Group Account Director
Hector Romero
Account Director
Anita Patel
Account Supervisor
Maya Smithson
Account Executive