Each year Patrón kicks-off National Margarita Day with their annual Margarita of the Year competition. Consumers vote on margarita recipes created by top bartenders from around the globe. While the recipes are inventive and delicious, they can be pretty complex for the average consumer, so this year we decided to get back to the basics and focus on the classic margarita. Our concept centered around the message of, “it’s not a margarita without Patrón”, empowering consumers to make margaritas at-home, while also giving them the confidence to order a Patrón margarita when out.

Our digitally focused campaign included a new look and feel for Margarita of the Year which included the following: A new logo identity; re-design of MargaritaofTheYear.com; updates to PatronTequila.com; brand anthem video that generated anticipation and excitement for National Margarita Day; how-to recipe videos focused on single-serve and batch margaritas; photo assets to be used across dotcom, social and digital advertising; packaging design concepts for a custom margarita kit sent out to influencers; high impact units that were part of a large Twitter Trend buy.

I was responsible for working with the team on the overall creative concept, design, art and copy direction as well as the video and photography pre-production, shoot and post-production for all video and photo assets.

We kicked-off the campaign with a brand anthem video that highlighted the message, “When you make a margarita, make sure it’s simply perfect. Make it a Patrón Margarita”. Existing and newly captured video footage was set to the Black Puma’s grammy nominated single, “Fire”.

Phase 2 of the campaign was ready to go into production, but was canceled due to COVID-19.

Agency: Razorfish
Creative Direction: Krysten Brown
Group Creative Director: Michelle Whitman
Creative Director, Experience: Colin Walsh
Executive Producer: Shannon Leigh
Senior Copywriter: Nick Garza
Art Director(s): Jonathon Davis, Jenna Bixler
Designer(s): Pilar Keprta, Alex Aydelott
Anthem Video Editors: Jess Webb (Three Dollar Bill)
How-To Video Editor: José Gomez
DP: Brandon Zebell
Photographer: Manny Rodriguez
Food Stylist: Tina Bell Stamos
Prop Stylist: Kaylynn Jaycox