Patrón Residencia
Beyond these walls in NYC, step into a world of passion and craft as we celebrate the bold energy of Mexico as a global creative hub. Curated by Fabiola Zamora and Danaé Salazar, co-founders and editorial directors behind Mexico’s Revista 192, Residencia PATRÓN strives to tell the most incandescent and captivating stories of Mexican creators and artists who share a common goal.
Exhibited in Residencia PATRÓN are the creative talents of Mexico’s luxury innovators whose work, like PATRÓN, masterfully combines traditional materials and methods inspired by a deep connection to their rich Mexican culture. Celebrate bold innovation through this showcase of creative vanguards who push the boundaries of what contemporary Mexican creativity and luxury embodies.
After the exhibition, Patrón partnered with Vogue & Conde Nast to create a longform video that takes the viewer on a journey to experience the art and culture that was on display at the event. Directed by the renowned Elana Parasco, this moving tribute to the artisans was released to continue the story of Residencia and lead us to the next chapter of the activation.
“We have brought together creators whose works feel like they come straight from the heart of a volcano, with all its might, translating directly into passion, the very passion with which one decides to hurl the fire that lives within a powerful idea. And these ideas also share a common point: they have worked themselves into the ground and unlatched the core of their existence, exposing their roots, and bringing them back in a contemporary fashion across art, music, design, and cuisine, to our present universe.”
Patrón x Cocktail Courier Collaboration
Michelle Zauner
Creative Direction: Rob Fleming
Art Direction: Ryan Hoyt Claybaugh
Production: Beige
Patrón Tequila teamed up with musician Michelle Zauner, aka Japanese Breakfast, to introduce the Patrón x Japanese Breakfast Cocktail Courier Kit.
The kit celebrates a shared commitment to craft, creativity and heritage and was brought to life on social, TVC, and paid media. Her cocktail was a twist on the classic paloma using Persimmon.
Jonboy
Creative Direction: Rob Fleming
Art Direction: Ryan Hoyt Claybaugh
Production: Necessary Media
Photography: Simon Lewis
Animation: Ryan Hoyt Claybaugh
Telling a story of masterfully crafted tequila and passionate art, Patrón partnered with renown tattoo artist Jonboy to create a cocktail and custom kit which launched on Cinco de Mayo. Giphy stickers were created in conjunction to a full social/PR push.
PATRÓN More Than Tequila iCR8 Boot Camp
Creative Direction: James Specs
Art Direction: Rob Fleming & Ryan Hoyt Claybaugh
Editing: Ryan Hoyt Claybaugh
Representation matters and now more than ever it is extremely important to emphasize and lift up marginalized voices. Collaborating with Marcus Graham Project, we launched the PATRÓN More Than Tequila” iCR8 Boot Camp to invest and create opportunities for the next generation of BIPOC marketers.
The Boot Camp will give 12 up-and-coming marketers the opportunity to follow along and contribute as PATRÓN rolls out an initiative that educates on the brand’s storied sustainability efforts.
PATRÓN will be the first brand from the Bacardi portfolio to work with Marcus Graham Project to ensure it has diverse representation at the table as part of its brand ethos of ‘More Than Tequila.’
Ad Age Article