Patrón x Becky G

At MTW Agency, I developed creative and experiential strategy for Patrón’s national partnership with Mexican American singer Becky G.

CORE RESPONSIBILITIES

• Researched Patrón’s heritage, Becky G’s platform and their cultural connection to Jalisco

• Developed campaign themes, creative concepts and experiential activations

• Reviewed existing agency concepts and provided strategic direction

• Co-developed the campaign manifesto

• Wrote copy direction and narrative cues for storyboards

• Connected live events, tastings, video, music and digital content through one campaign platform

When Patrón selected Becky G as a brand ambassador, the goal was to create a story that extended beyond nightlife and traditional tequila advertising.

Working with Executive Creative Director Lemon Andersen, I developed a campaign platform rooted in Patrón’s craftsmanship, Becky G’s family connection to Jalisco, Mexican culture and female empowerment.

The strategy connected experiential tastings, live events, video, music and branded content. Each element explored heritage, family, self-acceptance and the confidence to create an individual path.

PROJECT CREDITS

Agency
MTW Agency

Executive Creative Director
Lemon Andersen

Creative Strategy Director
Sasha Muradali