PATRÓN Made by hand, crafted by passion.

Winning the authenticity battle in the ultra-premium category.

Over the last decade, tequila has become the fastest-growing spirit category. Celebrity-backed launches and trend-chasers have flooded the premium space—a category Patrón pioneered in the U.S. almost forty years ago. We believed Bacardi’s acquisition was an opportunity to reaffirm the brand’s status and retell its story of craftsmanship and heritage in a way that felt fresh, relevant, and undeniable for a new generation of drinkers.

Our hands.

We believe in the power of semiotics and crafting meaning through form, symbolism, and cultural cues that speak to the senses. Filmed in the heart of Jalisco, Mexico, “Our Hands” captures more than Patrón’s meticulous, handcrafted process—from harvesting the finest blue agave to hand-sealing every bottle. It celebrates the pride and passion of a community that has been part of the brand for generations. These are the same hands that carry a legacy of tradition, authenticity, and care—told through the lens of Patrón’s own tequila masters.

Proud of nuestra gente.

Our imagery sought to connect audiences with the real faces behind every handcrafted bottle. We portrayed the artisans as the tequila gods they are—dressed in hand-stitched garments made from natural fabrics by fashion designer Sandra Weil, and captured in striking portraits by Oaxacan photographer Enrique Leyva, renowned for elevating his Mexican subjects with dignity and power. To complete the experience, we partnered with Grammy winner Andrés “Dre” Levin to create a hand-clapping soundtrack that transformed the artisans into accomplished performers.