Patrón Tequila

Our Hands

Agency: MullenLowe


Patrón Tequila launches a new campaign called Our Hands. The work, created by MullenLowe Los Angeles, heroes a group of master artisans - a jimador, tahona miller, fermenters, distillers, and bottlers - as they come together to celebrate the craft of making tequila by hand.

To tell the story of passion and pride through the hands of Patron’s own people, the film uses music and visual performance art to bring to life the brand’s ethos that every bottle of Patrón embodies: Made by Hand. Crafted by Passion. The entire campaign was shot at the Patrón Hacienda in Jalisco, Mexico with the real artisans that craft our tequila.

In a category where there’s a premium placed on authenticity, it isn’t enough to explain what makes Patrón the finest tequila in the world, the audience has to feel it. Using their hands as instruments to create the percussion of a soulful and energetic piece of music, paired with the elements and tools that represent their craft, the film evokes a strong sense of dedication and authenticity.

This professional campaign titled 'Our Hands' was published in Mexico and United States in December, 2022. It was created for the brand: Patrón Tequila, by ad agency: MullenLowe. This Film medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted about 1 year ago.


Creative Agency: Mullenlowe Los Angeles
Executive Creative Directors: Laura Sampedro, Carlos Alija
Creative Director: Victor Monclus
Head of Design: Fabio Brigido
ACDs, Writer: Ashley Suarez Wood
ACDs, Art: Mary Wuench
Art Director/Content Photography: Michael Marcheco
Sr. Designer: Rafa Rosa
Group Strategy Director:: Bia Bonani
Associate Strategy Director: Christian Franco
Managing Director: Javier Passerieu
VP, Head of Integrated Production: Kate Hildebrant
Producer: Judd Stricker
VP, Director of Art Production: Karen Youngs
SVP, Group Account Director: Peter Jacobs
Account Director: Hector Romero
Account Supervisor: Anita Patel
Account Executive: Maya Smithson
Project Manager: Tori Landin
VP Director of Business Affairs: Davina Turnbull
Business Affairs Manager: Megan Schofield
Business Affairs Assistant: Maddie Kercheval
VP, Executive Content Producer: Aubrey Hayden
SVP, Director of Editorial: Emile Doucette
Editor/ Shooter: Andrew Mui
VP, Director of Integrate Studio: Dan Howell,
Associate Motion Design, Director: Jorge Noujaim
Motion Designer: Robert Lujan

Production Company: Loveboat
Director: Airton “Tino” Carmignani
Managing Partner: Jeff Baron
Executive Producer: Rachel Curl
Production Supervisor: Tiffany Che
Production Designer: Gui Marini Da Silva
Producer: Sally Hanson
DoP: Dustin Lane
AssIstant Director: Scott Harris
Production Services: Story
Story Producer: Carlos Estrada
Choreographer: Priscilla Reed

Editing Company: Lockt
Lead Editor: Dan Abraham
Executive Producer: Rebecca Jameson
Post Producer: Jess Berry

Finishing Company: Shape + Light
Executive Producer: Cara Lehr
Creative Director: Rob Trent
VFX Supervisor/Lead Flame: Aaron Neitz

Music Supervision Company: Tribe Caribe
Composer & Music Producer: Andrés Levin
Music Producer: Jaxx Landry

Artisan Photographer: Enrique Leyva
Product Photographer: Ren Fuller

Fashion Designer: Sandra Weil
Stylist: Andrea Mendez
Design Director: Monica Mendoza


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