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WINNING PITCH
CREATIVE DIRECTION
PHOTOGRAPHY
COPYWRITING & EDITING
GRAPHIC DESIGN
CONTENT PLANNING
My work on this brand was some of the most challenging and most rewarding. I learned invaluable lessons on how to relaunch a brand, where to draw boundaries, how and where to place focus and to build a world full of style and adventure.
The insight that led to our creative platform that won us the business drew a parallel between the lives of our target audience and the market for mezcal being far too serious. In order to entice tequila drinkers and become the gateway brand for novice mezcal drinkers we would have to "unserious" cocktail culture, providing a much needed escape from the pressures of society and daily life on genzennials.
"MAKE MISCHIEF" CAMPAIGN
THE ART OF MAKING A MEZ
We launched several content pillars at once, the most successful of which built a world of "mezchief" around 400 Conejos Mezcal as an answer to the question "what's the best that can happen when you choose mischief?" Vibrant style choices in wardrobe and location, distinctive casting, music selection and visual story telling came together to evolve the look and feel of spirits brands.
INSTAGRAM REELS
Over two quarters we created 10 cocktail videos and shot 30 campaign photos, from evergreen to seasonal including summer fun, dia de los muertos and new year's festivities. Each video was a masterclass in editing, leveraging music and motion and mess to redefine cocktail videos for social. Each one had a distinctive vibe yet still came together in a cohesive campaign.
Bubbly Watermelon
Paloma
Meets Conejo
Spicy
Mezcalita
Oaxaca
Mule
THE IMPACT
For social, we created posts that included unexpected festival content, mischievous photography from Oaxaca (the birthplace of mezcal), and bottle shots that told the 400 Conejos origin story, establishing @400Conejosus as a destination for music, mezcal and adventure where anything can happen.
