NEW YORK CITY, USA – Independent spirits brand Lobos 1707 tapped Young Hero as integrative agency of record to establish its “Build A Bigger Table” brand platform. In collaboration with Lobos 1707 Founder and Chief Creative Officer Diego Osorio, Young Hero developed the brand anthem film and campaign while providing creative and operational strategy to support the launch of the premium spirits line.
From the vast moonlit agave fields in Mexico, to aged PX wine barrels from Spain, “Build A Bigger Table” evokes the authentic brand heritage and legacy of Lobos 1707 Tequila and Mezcal. Journeying from barrel to table, the anthem film aesthetically juxtaposes the origin of tequila with the assembly of the Lobos 1707 team. The creative showcases vignettes of Osorio and CEO Dia Simms. Each individual’s contribution to the liquid is weaved together alongside the jimadors, bartenders, creative agency and production crew who are integral to the development of the brand and story.
“Lobos 1707 was always about friends and family for me. So it was important that as the brand grew we brought on people who were not only the best at what they do; but also, who felt like they were a part of the family,” says Osorio. “Young Hero has felt like family since our very first phone call. They not only have the ability to bridge the gap between my vision and reality, but we speak the same language. They trusted both the vision and the process, and I trusted them to take it to the next level every time. They are the only team who could have had the passion, heart, tenacity and creativity to bring my vision to life so perfectly. I’m honored to call them my team and my friends.”
“Lobos 1707 is a world-class brand that offers everyone a place at the table. The campaign’s message drives home inclusivity and unity, while celebrating the centuries old craft of spirit distillation and aging,” says Nick Panayotopoulos, Co-Founder and Executive Creator Director, Young Hero. “The brand ethos champions the wolfpack, which reflects our incredible collaboration with Diego, Dia and the team throughout development of the campaign.”
“When you’re first introduced to Lobos 1707, a rich brand history and passion for premium taste is evident at first sip,” says Roberto Max Salas, Co-Founder and President, Young Hero. “Our partnership with the brand focuses on conveying the authentic legacy and quality of Lobos 1707 through a multi-faceted campaign that was delivered in just four months.”
For creative inspiration Young Hero concentrates on the lunar cycles and explores varied lighting, texture and color to reflect the brand’s lobos (the Spanish word for “wolf”) theme. They extend this thought process to build out each of the different tequila offerings, from a new moon for non-aged Joven, to a blood moon for matured Extra Añejo. The culmination of the brand mythology and creative elements comes together in the hero anthem film. The final production, in partnership with Spanish-language production company LANDIA, is directed by Latin Grammy and MTV VMA honoree Ariel Danziger, with cinematography by Jeremy Snell, best known for his work on global campaigns for Apple, Facebook, WWF and Unicef. Post-production is by Uppercut with editorial by Paul La Calandra.
In addition to the hero asset, Young Hero is producing a series of standalone campaign films for each Lobos 1707 offering, including Extra Añejo, Reposado, Joven and Mezcal Artesanal; the first of four Liquid Stories launched on Thanksgiving. Young Hero also delivered the brand go-to-market plan, including a social media strategy, media consultation, website design, creative direction on all assets and corporate good responsibility.
Credits
Agency: Young Hero
Co-Founder & Managing Partner: Zoë Bunyard
Co-Founder & Executive Creative Director: Nick Panayotopoulos
Co-Founder & President: Roberto Max Salas
Business Director: Kelly Donahue
Executive Producer: Arthur Micah Ross II
Strategy Director: Katya Kotlyar
Strategy Director: Chris Buford
Creative Director (Copy): Isabella Hiew
Art Director: Ed Lim
Project Manager: Emmanuel Perez
Production: LANDIA
Director: Ariel Danziger
Exec. Producer: Juan Taylor
Cinematographer: Jeremy Snell
Landia Mexico City:
Exec. Prod. MX: Thomas Amoedo
Exec. Producer MX: Gaston Magnani
Producer: Veronica Guillén
Prod designer: Jeffrey Perez
AD: Milena Gil
Vendetta Entertainment:
Producer: Joan Pla
Producer: Nelly Castillo
Production Designer: Sean Costello
Wardrobe: Mariana Guerrero
Post-Production: Uppercut
Editor: Paul La Calandra
Assistant Editor: Nick Ljubicich
Producer: Nicholas Markus
EP: Julia Williams
Flame Artist: John Geehreng
Audio: Wave Studios
Sound Designer/Mixer: Chris Afzal
Sound Designer/Mixer: Aaron Reynolds
Executive Producer: Vicky Ferraro
Music: SixtyFour
Music Supervision: SixtyFour Music
Rebecca Grierson: Managing Director
Warren Wolfe: Assistant Producer
Anthem Composition: Matt Nicholson + Shin Suzuma
Liquid Stories (Mezcal / Reposado) Music: James Wilson
Color: The Mill
Colorist: Damien Van Der Cruyssen
Executive Producer: Rochelle Brown
Producer: Megan Rumph
Production Coordinator: Lucy Gatanis
Color Assistants: Andrew Ceen, David Franzo, Aaliyah Lambert, Stephanie Park
