Using only three ingredients–agave, water and yeast–Patrón still makes tequila the hard way–by hand. This spot features a group of Patrón Tequila’s artisans–a jimador, tahona miller, fermenters, distiller and bottlers coming together to celebrate the art of making tequila by hand.
Directed by Airton “Tino” Carmignani via production company Loveboat for agency MullenLowe Los Angeles, this commercial titled “Our Hands” centers on the hands that come together to make Patrón Tequila. The film uses music and visual performance art to bring to life the brand’s ethos that every bottle of Patrón embodies–made by hand and crafted with passion. The artisans’ hands are used as instruments to create the percussion of a soulful and energetic piece of music, paired with the elements and tools that represent Patrón Tequila’s craft.
To showcase the power of creating by hand, Patrón partnered with talented Mexico-based designer Sandra Weil who outfitted each tequila artisan in hand-cut, hand-sewn garments – and enlisted Grammy Award-winning artist and innovator, Andrés Levin who produced the film’s sounds and music.
Credits
Client Patrón Tequila Agency MullenLowe Los Angeles Laura Sampedro, Carlos Alija, executive creative directors; Victor Monclus, creative director; Fabio Brigido, head of design; Ashley Suarez Wood, associate creative director, writer; Mary Wuench, associate creative director, art; Michael Marchecko, art director/content photography; Rafa Rosa, sr. designer; Bib Bonani, group strategy director; Christian Franco, associate strategy director; Kate Hildebrant, VP, head of integrated production; Judd Stricker, producer; Karen Youngs, VP, director of art production; Aubrey Hayden, VP, executive content producer; Emile Doucette, SVP, director of editorial; Andrew Mui, editor/shooter; Dan Howell, VP, director of integrated Studio; Jorge Noujaim, associate motion design, director; Robert Lujan, motion designer. Production Company Loveboat Airton “Tino” Carmignani, director; Jeff Baron, managing prtner; Rachel Curl, exec producer; Tiffany Che, production supervisor; Gui Marini Da Silva, production designer; Sally Hanson, producer; Dustin Lane, DP; Scott Harris, assistant director; Sandra Weil, fashion designer; Andrea Mendez, stylist; Monica Mendoza, design director. Production Services Story Carlos Estrada, producer; Priscilla Reed, choreographer. Editorial Lockt Dan Abraham, lead editor; Rebecca Jameson, exe cproducer; Jess Berry, post producer. Finishing Shape + Light Cara Lehr, exec producer; Rob Trent, creative director; Aaron Neitz, VFX supervisor/lead Flame. Music Supervision Tribe Caribe Andrews Levin, composer & music producer; Jaxx Landry, music producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
