Working with renowned Mexico City based photographer Carlos Alvarez Montero, the campaign included locals from all walks of Mexican life to discover what makes them tick, to a backdrop of one of the world’s most vibrant cities. the spirited campaign encouraged people to reconsider tequila stereotypes, because: ‘Real Mexicans Don’t Just Shoot Their Tequila’.

Creative Directors : Rob Butcher & Tom Genower
Creative : Rob Butcher & Tom Genower
Design & Art Direction : Alex Lieven