Tequila Cazadores 360° campaign
Brief
To develop a campaign for a spirits brand that avoided tequila clichés altogether
Solution
‘Born in Los Altos is a celebration of the proud people of Los Altos de Jalisco, who embody the mythology and the provenance of tequila and of course, Cazadores.
Virtue decided to focus on the brand’s origin story and the characters that make the Cazadores product so unique.
As an Art Director, I:
*Researched, established and sourced the visual interpretation of the campaign.
*Created moodboards and creative guideleines that set up cultural guardrails which ensured an authentic and visually stimulating campaign.
*Was heavily involved with deck and pitch development.
*Sourced an amazing photographer that understood the point of view of this campaign.
*Helped pinpoint and visually express the characters in our story, through design choices, color, typography and visual directions.
Agency ································· Virtue
Client ···································· Bacardi
Role ······································· Freelance Art Director
Lead Art Director ················ Paul Raffaele
Photographer ······················ Mark Alor Powell
Campaign moodboard
Taking inspiration from photographers worldwide documenting Mexico in their own way.
Brand Guidelines
I simplified the Cazadores logo by removing a line of copy, and emphasizing depth within the logo by playing with negative space and the shadows that came with it.
The result was a much cleaner version of the logo that looked great on every iteration of the campaign.
TVC
Digital activation
An extension of the campaign was a series of short video how-to’s for cocktail recipes using Cazadores as the main ingredient.
Campaign photography