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.