Ad of the Day: Patrón uses music to spotlight handcrafted tequila process
Patrón highlights artisans including a jimador and tahona miller, plus various fermenters, distillers, and bottlers.
‘Our Hands’ spotlights Patron’s authentic tequila production and the people behind the brand who put passion and care into the craft.
It was shot at Hacienda Patron in the Highlands of Jalisco, Mexico where the drink is produced and uses music and visual performance art to bring to life the brand’s ethos.
“With over 2,000 employees at Hacienda Patron, our tequila is passionately handcrafted by our familia before it leaves the distillery,“ said Ronan Beirne, global vice president at Patrón Futures.
“We’re incredibly proud of the new ’Our Hands’ creative because it illustrates how our dedicated Patron artisans play such an important role in creating our super-premium tequila through handcrafted techniques and small batch distilling methods, and by using only three, natural ingredients.“
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Credits
Creative agency: Mullenlowe Los Angeles
Executive creative directors: Laura Sampedro, Carlos Alija
Creative director: Victor Monclus
Head of design: Fabio Brigido
ACDs, writer: Ashley Suarez Wood
ACDs, Art: Mary Wuench
Art director/content photography: Michael Marcheco
Sr. designer: Rafa Rosa
Group strategy director: Bia Bonani
Associate strategy director: Christian Franco
Managing director: Javier Passerieu
Vice president, head of integrated production: Kate Hildebrant
Producer: Judd Stricker
Vice president, director of art production: Karen Youngs
Senior vice president, group account director: Peter Jacobs
Account director: Hector Romero
Account supervisor: Anita Patel
Account executive: Maya Smithson
Project manager: Tori Landin
Vice president director of business affairs: Davina Turnbull
Business affairs manager: Megan Schofield
Business affairs assistant: Maddie Kercheval
Vice president, executive content producer: Aubrey Hayden
Senior vice president, director of editorial: Emile Doucett
Editor/ shooter: Andrew Mui
Vice president, director of integrate studio: Dan Howell
Associate motion design, director: Jorge Noujaim
Motion designer: Robert Lujan
Production company: Loveboat
Director: Airton “Tino” Carmignani
Managing partner: Jeff Baron
Executive producer: Rachel Curl
Production supervisor: Tiffany Che
Production designer: Gui Marini Da Silva
Producer: Sally Hanson
DoP: Dustin Lane
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Assistant director: Scott Harris
Production services: Story
Story producer: Carlos Estrada
Choreographer: Priscilla Reed
Editing company: Lockt
Lead editor: Dan Abraham
Executive producer: Rebecca Jameson
Post producer: Jess Berry
Finishing company: Shape + Light
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Executive producer: Cara Lehr
Creative director: Rob Trent
VFX supervisor/lead flame: Aaron Neitz
Music supervision company: Tribe Caribe
Composer and music Pproducer: Andrés Levin
Music producer: Jaxx Landry
Artisan photographer: Enrique Leyva
Product photographer: Ren Fuller
Fashion designer: Sandra Weil
Stylist: Andrea Mendez
Design director: Monica Mendoza
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