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arturo

morales

Hero image for Jose Cuervo Tradicional Cristalino featuring a cinematic splash of ice and liquid with expert retouching.

Overview

Working with the world’s most iconic tequila brand meant reimagining tradition with bold, modern storytelling. Across multiple product lines — Cristalino, Plata, and Reposado — I led creative direction and visual design for campaigns that fused craftsmanship, innovation, and emotion. Each concept captured the spirit of Mexico while appealing to a global audience, balancing premium aesthetics with playful creativity.

SOFTWARE

AdobeCC

Photoshop

Illustrator

Lightroom

AfterEffects

CHANNELS

ATL

BTL

Digital

B2C

SKILLS

Art Direction

Graphic Design

Retouching

Creative

Animation

Photography

`•→` Jose Cuervo Tradicional Cristalino

Tequila at its best way: frozen

To introduce Jose Cuervo Tradicional Cristalino, we built an entire concept around the purity of cold. The idea — “Tequila at its best way, frozen” — transformed the product’s smooth, crystalline quality into a sensory experience that felt as refreshing as it looked.

High-fidelity master graphic for Jose Cuervo, highlighting the 'Frozen' concept with detailed ice textures and lighting.

High-fidelity master graphic for Jose Cuervo, highlighting the 'Frozen' concept with detailed ice textures and lighting.

`•→` Freezing Tequila

Creative Idea

From digital to print, every element was designed with a hyperreal aesthetic: cracked ice textures, vapor effects, and hand-retouched lighting that gave the bottle an almost sculptural glow. This was all done before AI tools — each reflection, droplet, and frost detail was manually created to achieve photoreal precision.

TV commercial mockup and storyboard concept.

`•→` Jose Cuervo Tradicional Plata – “Muletta” Campaign

A cocktail with beach flavor

For Jose Cuervo Tradicional Plata, we developed the Muletta — a refreshing twist on the classic mule — and created a campaign that bottled summer itself. The visuals transported audiences to the beach through a tropical palette, wooden textures, and bright natural light.

Digital retouching (pre-AI), focusing on realistic water, condensation, and lighting.

Digital retouching (pre-AI), focusing on realistic water, condensation, and lighting.

Master visuals and billboards.

Master visuals and billboards.

`•→` Activations

Creative Idea

The creative idea extended beyond visuals into activations: beach pop-ups, branded surfboards, and interactive giveaways through digital platforms. The social campaign integrated seamlessly with outdoor placements, building consistency from the shoreline to the screen.

Activation ideation for beach parties and contests.

`•→` Jose Cuervo Wedding – “Boda Tradicional” Campaign

Love and Tradition, Reinvented.

For Boda Tradicional, we reinterpreted the brand’s essence of connection into a wedding experience unlike any other. The creative idea invited couples to “marry tradition,” through symbolic rituals tied to Cuervo bottles — from Anillos Tradicional (custom rings forged from recycled bottle glass) to the Capilla Tradicional, a pop-up chapel celebrating spontaneous love.

Capilla Tradicional pop-up experience, workshop Tradicional (Makeup & styling activation), rings made out of glass bottles and more!

`•→` Jose Cuervo Tradicional - Family Campaign

Long live our friendship

This campaign brought together the full Jose Cuervo Tradicional family — Reposado, Plata, and Cristalino — under one human message: reconnect offline. With copy lines like “Let’s change likes for hugs” and “Let’s change birthday reminders for surprise parties,” the visual direction captured the warmth of real connections, blending modern typography with elegant bottle lighting. Executed in subway billboards, out-of-home, and digital formats, the campaign used color-coded motion trails to distinguish each tequila variant while maintaining a unified, premium aesthetic.