Overview

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.

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.

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.

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.

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.

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.