Maestro DOBEL Tequila

Maestro DOBEL is Mexico’s fastest-growing ultra-premium tequila, with over 11 generations of craftsmanship. Known for innovation, it has produced two world-first tequilas and built its global reputation on celebrating “Masters, Makers, and Rulebreakers.” Entering the UK market, the brand needed a distinctive visual identity and content strategy that could establish its presence and resonate with a new audience.

With no existing UK assets, I defined and implemented a visual identity that conveyed boldness and quiet confidence – qualities tailored for the UK market. I art directed and executed over 14 full-day shoots, overseeing video capture, stop-motion, and still content for social and editorial. I also developed and translated moodboards for 20+ campaigns, spanning product launches, holidays, and special projects.

While grounded in the brand’s US assets, the UK identity was elevated by looking laterally to whisky and luxury fragrance advertising – drawing on rich textures, sophisticated lighting, and an aspirational lifestyle aesthetic – to create imagery that was premium, adaptable, and distinctly suited to the UK audience that could be easily adapted for seasonal campaigns.

Images were used in titular editorial pieces for GQ, Tatler, Brummel, The Independent and more.