By mixing tequila with tech,
we grew market share from 60% to 70%.
Salud to that.
Cocktail Lab
We built an AI platform that helps you make drinks based on ingredients, flavors, and occasions.
It learns what you like over time, and it works across voice, apps, mobile, and social.
“How Patrón Partnership With Amazon Echo Plans To Revolutionize Your Drinking Experience”
“Meet Alexa, Your Digital Barback”
“Tequila Sunrise: Inside Patrón’s Renaissance”
Know Your NOM
Most tequilas are mass produced at the same distilleries, diluting the quality and the flavor.
Instead of plotting every producer on a boring map, we created a 360° experience to out the other guys
and show how Patrón is the only spirit made at their distillery.
Fun fact: I drove around the dangerous backroads of Jalisco
to find the perfect spot to capture this panoramic.
“The Truth Behind Patrón’s Tequila Empire”
Margarita of the Year
We started an annual tradition where bartenders from around the world
compete for the most coveted title in tequila,
harnessing the power of digital and social media.
At the Patrón distillery in Jalisco Mexico,
we filmed the margs and their makers.
Our bartenders rallied their followers to vote,
replicate their recipes, and explore the cocktail’s history.
After plenty of happy hours and millions of votes, the nation crowned a champion.
“Four Ways to Elevate Your Margarita”
PatronTequila.com
While every other brand was stuck on desktop,
we designed a mobile-first site featuring virtual reality,
real-time feeds, and editorial content.
And we added functionality that serves up
custom content based on your time and place.
Roca Patrón Launch
Tequila shots are great, but this handmade high-end line is best when sipped.
We brought the authenticity to life by filming in Mexico with the distillers themselves.
Our app let bartenders create custom drinks,
then invite friends to come try them.
And we created a luxe site to showcase
the hard work of handcrafting each batch.
Patrón Incendio Launch
Patrón Incendio mixes tequila with chile, and things get weird.
To create that sense of a crazy night out,
we used the strangest footage we could find.
And to keep the vibe going,
we created a site full of GIFs and glitches
that you could only access after dark.
CREDITS
ECD: Sam Cannon • GVP of Technology: Vasan Sundar • Group Experience Director: Michelle Whitman • CD: Kevin Lane • Sr. CW: Emily Starolis •
Sr. AD: Mike Sakoonserksadee • Sr. Motion Director: Luther Himes • Sr. Designer: David Jameson • Designer: Luke Kiely Senior • Technical Architect: Praveen Modi • Sr. PLE: Evelyn Chang • PLE: Joe Slater • Experience Director: Martin Davis • Sr. Content Strategist: Maxine Ramirez • Experience Engineer: Henry Kean • Experience Designer: Hillary Oneslager