Paul Raffaele
Client: Cazadores Tequila, Bacardi
Agency: Virtue Worldwide
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BORN IN LOS ALTOS DE JALISCO
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Arandas, Jalisco. A small town tucked away in the highlands of Mexico and the birthplace and home of Tequila Cazadores. It is a place unknown to most but teeming with life and character. We launched the brand refresh with “Born in Los Altos,” a 40-part series of bitesize vignettes that came from spending time with the inhabitants of Arandas. It includes everyone from the town barber whose clients are the jimadors to the master tequilier who checks every batch of Cazadores before it is bottled. Down in Arandas we celebrated two of Mexico’s most important holidays: Día de la Independencia and Día de los Muertos, capturing the spirit and the charm of rural Mexico through the words and wisdom of the town’s residents.

We enlisted Mexican-American street photographer Mark Alor Powell for the crude realism and honesty in his work — he’s since shot all of our hero photography as well as a bank of hundreds of images for social that continues to be rolled out on a daily basis. 


KEY VISUAL HERO PORTRAITS:

Photos: Mark Alor Powell, Art Direction: Paul Raffaele

OOH:



FILMS:

Directed by Santiago Fábregas





Credits:

Agency:
Virtue Worldwide

Chief Creative Officer:
Tom Punch

Executive Creative Director:
Cameron Farrelly

Head of Design:
Heather Pieske

Creative Director:
Andy Verderosa

Senior Creative:
Julian Colucci

Creative:
Isioma Iyamah

Junior Creative:
Olivia Paschkes

Art Director:
Paul Raffaele

Designer:
Stephanie Santillan Lopez

Head of Client Services:
Jemma Downey

Account Manager:
Gabi Musayev

Program Director: 
Duke Nguyen

Head of Production:
Emma Starzacher

Senior Producer:
Abby Bralove

Chief Strategy Officer:
Spencer Baim

Head of Strategy:
RG Logan

Community Manager:
Taylor Ford

Music Supervisor:
Charlotte Von Kotze

Music Coordinator:
Sarah Tembeckjian 

Photographer:
Mark Alor Powell

Photo Assist:
Walter Shintani

Set Designer:
Orly Anan

oo.
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