MTW Agency
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Creative Director • Strategy
- Researched Patrón's tequila heritage as well as Becky G's total platform, and strategically concepted programs and themes for the ambassadorship
- Created sample tactics and experiential activations
- Reviewed existing agency submissions and provided strategic feedback to MTW
- Co-created manifesto
- Wrote copy cues for storyboarding
Patrón y Becky G
When Patrón tapped Mexican-American singer Becky G to be a brand ambassador, they wanted to tell a story greater than just parties, shots and nights out.
Together with my Executive Creative Director, we concepted a campaign and series of events that would take the consumer through the artisanal history of crafting Patrón tequila, the history of Jalisco, Mexican culture and female empowerment.
Becky G's family is not only Mexican, but from Jalisco itself. Additionally, Becky G is an advocate for young women and self-acceptance. We took this information, and we designed multi-faceted content around in-person events, experiential tastings, video, music and other creative assets to tell this story. Our storyboards went beyond glitz, glamour and lights. We delved into what it means to have a heritage dating back to the Aztecs, the importance of family, and finding one's own true path.
Agency:
MTW Agency
Executive Creative Director:
Lemon Andersen
Creative Strategy Director:
Sasha Muradali