Patrón is largely credited with bringing premium tequila to the U.S., but being the first and biggest was no longer enough in a world that assumes niche equals authentic. With so much of Patrón’s notoriety coming from superficial spaces, it developed an authenticity deficit. Patrón needed to shed light on its passionate, handcrafted process to reclaim the mantle of the world’s finest tequila.

Patrón’s authenticity wasn’t going to come through with overly beautified actors and models. The passion had to come from the real artisans who handcraft every bottle of Patrón. We met our cast in the environment where they work and create every day and elevated them to tequila gods with help from Mexico-based fashion designer Sandra Weil’s custom, sustainable wardrobe.