There Are No Strangers

When Mekanism won the Jose Cuervo account in early 2020, we had big plans. COVID, of course, had other ideas. We quickly pivoted from a large-scale commercial shoot to a typographic-led solution, partnering with acclaimed lettering artist Abraham Lule and XYZ Type Foundry to create six hand-painted digital SVG color fonts. The custom type brought the authentic character of Mexican culture to life across Cuervo’s robust portfolio.

As production resumed, we orchestrated a week-long shoot in Jalisco, capturing a wealth of footage and photography for brand spots and a comprehensive library of content for future use.

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Role: Design & Art Direction