Client: Espolón Tequila

Courageous Creativity

How do you stand out in the world of Tequila? You need to think and act differently.
Espolòn Tequila had everything it needed, a great product and wonderful packaging, but it wasn’t connecting, so we did a deep dive into the culture, and the brand. With that understanding, the Espolòn brand became driven by a mantra of “Let’s Stir Things Up,” anchored by the label artwork, inspired by the pioneering Mexican printmaker Jose Guadalupe Posada.
Courageous Creativity became a vision that would guide all our efforts to create “art,” not ads. We created a brand world that challenged consumers to see things in a different light, and championed their need to leave their mark on the world.

To have a voice in emerging culture, we decided to make a commentary on the trend of brands hiring celebrity Creative Directors...by hiring Deadpool as our Creative Director.

Espolòn is now the fastest growing Tequila in the US, and remains a bartender favorite.