To launch the first campaign for Maestro Dobel, one of the premium tequila brands from Casa Cuervo, we decided to portray tequila in a way it had never been treated before in Mexico at that time. We aimed to move away from Mexican traditionalism and position tequila in the sophisticated realm of whiskey and vodka. By incorporating aesthetics, celebrities, elegant black and white photography, and even an English voice, we created
a new film that defines what it means to be a Master.