Young Hero toasts “Build a Bigger Table” brand platform and anthem film for the launch of Lobos 1707, a new tequila & mezcal brand

Published On
Dec 07, 2020


Independent spirits brand Lobos 1707 tapped Young Hero as integrative agency of record to establish its “Build A Bigger Table” brand platform. In collaboration with Lobos 1707 Founder and CCO Diego Osorio, Young Hero developed the brand anthem film and campaign while providing creative and operational strategy to support the launch of the premium spirits line.

From the vast moonlit agave fields in Mexico, to aged PX wine barrels from Spain, “Build A Bigger Table” evokes the authentic brand heritage and legacy of Lobos 1707 Tequila and Mezcal. Journeying from barrel to table, the anthem film aesthetically juxtaposes the origin of tequila with the assembly of the Lobos 1707 team. Each individual’s contribution to the liquid is weaved together alongside the jimadors, bartenders, creative agency and production crew who are integral to the development of the brand and story.

For creative inspiration Young Hero concentrates on the lunar cycles and explores varied lighting, texture and color to reflect the brand’s lobos theme. They extend this thought process to build out each of the different tequila offerings, from a new moon for non-aged Joven, to a blood moon for matured Extra Añejo. The culmination of the brand mythology and creative elements comes together in the hero anthem film. The final production, in partnership with Spanish-language production company LANDIA, is directed by Ariel Danziger, with cinematography by Jeremy Snell. Post-production is by Uppercut with editorial by Paul La Calandra.

In addition to the hero asset, Young Hero is producing a series of standalone campaign films for each Lobos 1707 offering, including Extra Añejo, Reposado, Joven and Mezcal Artesanal; the first of four Liquid Stories launched on Thanksgiving. Young Hero also delivered the brand go-to-market plan, including social media strategy, media consultation, website design, creative direction on all assets and corporate good responsibility.









Dec 07, 2020
Agency :
Young Hero
Client :
Lobos 1707
Co-Founder & Managing Partner :
Zoë Bunyard
Co-Founder/Executive Creative Director :
Nick Panayotopoulos
Co-Founder/President :
Roberto Max Salas
Business Director :
Kelly Donahue
Executive Producer :
Arthur Micah Ross II
Strategy Director :
Katya Kotlyar
Strategy Director :
Chris Buford
Creative Director (Copy) :
Isabella Hiew
Art Director :
Ed Lim
Project Manager :
Emmanuel Perez
Production :
Director :
Ariel Danziger
Exec. Producer :
Juan Taylor
Cinematographer :
Jeremy Snell
Exec. Prod. MX :
Thomas Amoedo
Exec. Producer MX :
Gaston Magnani
Producer :
Veronica Guillén
Prod Designer :
Jeffrey Perez
AD :
Milena Gil
Producer :
Joan Pla
Producer :
Nelly Castillo
Production Designer :
Sean Costello
Wardrobe :
Mariana Guerrero
Post Production :
Uppercut Editorial
Editor :
Paul La Calandra
Assistant Editor :
Nick Ljubicich
Producer :
Nicholas Markus
EP :
Julia Williams
Flame Artist :
John Geehreng
Audio :
Wave Studios
Sound Designer/Mixer :
Chris Afzal
Sound Designer/Mixer :
Aaron Reynolds
Executive Producer :
Vicky Ferraro
Music :
Music Supervision :
SixtyFour Music
Managing Director :
Rebecca Grierson
Assistant Producer :
Warren Wolfe
Anthem Composition :
Matt Nicholson
Anthem Composition :
Shin Suzuma
Music :
James Wilson
Color :
The Mill
Colorist :
Damien Van Der Cruyssen
Executive Producer :
Rochelle Brown
Producer :
Megan Rumph
Production Coordinator :
Lucy Gatanis
Color Assistant :
Andrew Ceen
Color Assistant :
David Franzo
Color Assistant :
Aaliyah Lambert
Color Assistant :
Stephanie Park

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