What started as a full campaign with TV and print quickly had to pivot and find focus with an existing line of 'Discover the Unexpected', with an approach to design and art direction existing mostly in trade, OOH and social instances that could still cut through and garner attention with its bold use of storytelling. I led the creative direction in its final form as this global campaign helped redefine a new point of view for the most awarded tequila brand in the world.
