Espolòn Tequila
Campari
Services:
Digital Advertising Services: Elevate Your Brand’s Presence
Contracted by
Hogarth
Insight
In 2024, Espolòn Tequila launched To the Bone — its first-ever global campaign, celebrating unapologetic originality and modern Mexican culture. Conceived by forceMAJEURE in Brooklyn and brought to life by acclaimed director Lou Escobar, the campaign embraced real people, real stories, and a rebellious aesthetic that cut through industry norms. It was bold, vibrant, and deeply rooted in authenticity.
Idea
Hogarth was engaged to execute the campaign across key global markets, with our team responsible for adapting the creative for the Australian market. I was brought on board to help translate the brand’s distinctive visual identity into high-impact billboard and digital formats suitable for local audiences.
My role involved crafting large-scale outdoor advertising that captured the campaign’s raw energy while ensuring clarity and visual punch in busy urban settings. At the same time, I developed a suite of digital display banners that carried the visual language and tone of the campaign into animated and static formats across desktop and mobile placements. Working with the original assets — including Escobar’s hyper-real portraiture and the now-iconic calavera illustrations — I focused on maintaining the integrity of the brand while optimising layouts for Australian media platforms.
Impact
The result was a cohesive, locally resonant extension of a powerful global idea. The campaign’s striking presence on Australian streets and screens helped reinforce Espolòn’s position as a tequila brand that speaks to originality, confidence, and culture — to the bone.
As with most integrated campaigns, multiple agencies contributed. TVCs shown are included solely for context of the overarching idea; my role was leading the digital and OOH design rollout.
