DeLeón Tequila was launched in 2009 to an elite following in Hollywood and the U.S. music industry and purchased in 2014 by a joint venture between business mogul and international style icon, Sean Combs and the world’s largest spirits company, Diageo. DeLeón Tequila is made from the finest 100% Highland Blue Weber agave sourced from the rich earth of the Los Altos region of Jalisco.
The team tasked us with bringing the brand to life through a visual paid and organic social campaign, focusing on the emotions and sensations of summer. Communicating occasion is vital for a tequila brand with the modern consumer and our goal was to highlight three brand pillars through a seasonal campaign: the brand’s original Harlem grit, a confident attitude of luxury, and a suave Latin feel.
We spearheaded a shoot in Miami to bring all three key brand-ingredients together. The main goal of the campaign was to illustrate that DeLeón enhances every summer celebration. By using fresh fruit and the DeLeón summer cocktails; we were able to bring flavor front and center, while showcasing the bottle as the hero of luxury. Tying the summer aesthetic together, we shot at two pool-focused locations, giving the models, and product a perfect setting to interact with. The campaign was shot by Camila Gutiérrez.
Branding & Visual Identity, Key Visuals, Art Direction, Campaign, Photography & Video Production.