Artisans' hands make the music in this spot for Patrón Tequila

Campaign underlines how the spirit is handmade in Mexico

Published On
Dec 14, 2022

Editor's Pick

Patrón Tequila is underlining that the product is handmade by artisans in Mexico, in a beautifully filmed TV spot that features a soundtrack made out of real artisans clapping their hands.

The ad, by MullenLowe Los Angeles, was shot at Hacienda Patrón in the Highlands of Jalisco, Mexico and features a group of Patrón Tequila artisans – a jimador, tahona miller, fermenters, distillers and bottlers – all clapping in rhythm to make the music.

Patrón partnered with talented Mexico-based designer Sandra Weil, who dressed each tequila artisan in hand-cut, hand-sewn garments, and enlisted Grammy Award-winning Andrés Levin to produce the film's sounds and music (see more in the behind-the-scenes video below).The director is Airton "Tino" Carmignani and the production company was Loveboat. The campaign extends into print, social and out-of-home.



Dec 14, 2022
Client :
Agency :
Executive Creative Director :
Laura Sampedro
Executive Creative Director :
Carlos Alija
Creative Director :
Victor Monclus
Head of Design :
Fabio Brigido
ACD Writer :
Ashley Suarez Wood
ACD 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 :
Director :
Managing Partner :
Jeff Baron
Executive Producer :
Rachel Curl
Production Supervisor :
Tiffany Che
Production Designer :
Gui Marini Da Silva
Producer :
Sally Hanson
Dustin Lane
Assistant Director :
Scott Harris
Production Services :
Story Producer :
Carlos Estrada
Choreographer :
Priscilla Reed
Editing Company :
Lockt Editorial
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 Artist :
Aaron Neitz
Music Supervision Company :
Tribe Caribe
Composer :
Andrés Levin
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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