Don Julio is the top selling ultra premium Tequila in the category. Their success comes from a heritage of seventy years of innovating Tequila. Don Julio himself created the shorter bottle so that when it sat in the middle of the table, conversation could happen without the bottle obstructing the view of the other person. The brand was one of the first to start recognizing the need in the market for a more refined experience and their line of Tequilas represents that sense of luxury and refinement

To celebrate the 70th anniversary, Don Julio created a Tequila worthy of this history of innovation. No other Tequila had taken an aged Añejo and filtered the color to create a clarified Añejo. They needed a campaign and activation to help launch this new innovation and get the word out. One Moment of Clarity was the campaign I created to speak to the the heritage and foundation of the brand, and the innovation itself. We partnered with Esquire magazine for the launch and designed a one-of-a-kind Don Julio bar for the Esquire House featured in the Clocktower Penthouse in DUMBO Brooklyn.