Patrón’s Margarita of the Year

The Margarita is the best cocktail on the planet, and Patrón is the best premium tequila. It's a match made in Jalisco. To keep the brand top of mind at happy hours everywhere, we tapped into Patrón's legion of bartenders around the world and tasked them with creating their own twist on the classic Margarita, using local trends and influences.  Seven finalists were selected, and we let our fans vote for their favorite on our social networks, at events nationwide, and even in-banner. The film series garnered over 2,000,000 views, the overall campaign earned 87 million social impressions, and the platform is now a hallmark of Patrón's yearly marketing efforts.


Role: Art Director, Lead Designer
Working under CDs Kevin Lane and later Eva Neveau, w/SrAD Mike Sakoonserksadee, CW Emily Pearson, JrCW Sophie Kollaja
Motion lead: Luther Himes
Designers: Lauren Franchi, Luke Kiely
Film Production: Kamp Grizzly

Film

Digital

We went with a clean, minimalist approach across all digital, to let the 7 Margaritas be the most impactful part of the designs. It was a challenge to marry the moody video treatments with a modern digital aesthetic, but I think the contrast helped to elevate the cocktails to museum-worthy works of art. (They were good, y’all)