FINE TEQUILA FOR FINE FOLKS - Dos Primos is a premium sippin’ tequila made for sharing with those who know you best. One of my main projects with Upbrand is acting as Senior Art Director for Thomas Rhetts very own Tequila - Dos Primos. One of my favorite projects so far with them as been our Field Journal series. Carefully crafting the stories of three masters in their craft. Working alongside of production company Townsend Hurst, we wrote, directed and produced three tv spots that has helped craft the Dos Primos brand.
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Thomas Rhett's Dos Primos Tequila x Field Journals
Client
Thomas Rhett's Dos Primos Tequila x Field Journals
MY ROLE
Senior Art Director
YEAR
2021 - Ongoing
THOMAS RHETT / DOS PRIMOS TEQUILA / FIELD JOURNALS
THOMAS RHETT / DOS PRIMOS TEQUILA / FIELD JOURNALS
THOMAS RHETT / DOS PRIMOS TEQUILA / FIELD JOURNALS
THOMAS RHETT / DOS PRIMOS TEQUILA / FIELD JOURNALS
The CHALLENGE
Tequila is rarely ever considered an outdoors man drink of choice. Even more so, bourbon has been the star of that show for years now. The challenge was to build a brand in a bourbon-heavy market and still maintain the rich history and heritage of the tequila-making process. Telling this story with the help of Thomas Rhett's powerhouse personal brand.
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the RESULT
We were able to tell the story of Dos Primos Tequila through the stories of three outdoor masters of their craft. A fly fisher, Bow Hunter, and Rock Climber. I was able to source each talent and tell their story through the lens of Dos Primos. Attaching the tequila to people who are so passionate about the outdoors created a compelling series of videos to watch with Dos Primos being the subtle star. Yeti Presents was a strong influence in the final product, and I hope we can someday continue this series and tell more craftsmen stories.
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