The Brief
Same campaign.
New lens.
Kansas City became an international stage during the Summer of 2026. Thousands of people visited from all over the world to find community and celebrate their favorite game together.
Bar Ojo, managed by James Beard Semifinalist Diana Condori, hosted Patrón out of its original 1965 Airstream for six days to activate all across the city, reach new customers, and celebrate right along with them. My job was to take assets from Patrón's pre-existing campaign and re-inspire them to level up to the excitement happening in Kansas City at the time.
-
Illustration DirectionRather than leaning on Patrón's premium photography, these activations called for something more human. I drew from their existing campaign and rebuilt the assets from the ground up to catch eyes and hold them.
-
The Moment Asset'A Spirited Play' made literal. I illustrated this poster to be explosive, energetic, and a celebratory moment caught in real time.
-
The Evergreen AssetA timeless graphic built to outlast the activation, created for continued use across future Bar Ojo × Patrón events while supporting social needs during the run of show.
The Moment Asset
Inspiration to
illustration.
I took the core elements of Patrón's campaign and restructured them to prioritize rhythm and movement. By giving the limes, the ball, and the bottle a more intentional presence, the new asset encourages real-world interaction as opposed to passive viewership, whether experienced on a small scale or through large-format environmental prints.
That's Me!
The Evergreen Asset
Built to last.
This asset is built around Patrón's signature color palette. It's very modular and allows the colorways to work as a standalone graphic or as a grouped set to create stronger impact depending on context and venue.
The Outcome
Caught the Energy
Kept the Momentum
These assets capitalized on tournament excitement to amplify brand exposure, authentically connect with new international and local customers, drive sales, and build relationships that lasted long after match days while scaling for future events.
