Patrón has always been a brand rich with tradition and an unrelenting dedication to the artistry of tequila making. It was time to let the world know its story in a powerful way and, more specifically, to share the ethos behind every bottle of Patrón tequila: “Made by Hand. Crafted by Passion.” 

To convey the handcrafted message in an artful way, we worked with Grammy-winning music producer Andrés Levin to turn our artisans’ hands into instruments. As the artisans clap, their hands create a soulful and energetic piece of music that represents their shared passion for handcrafting tequila. One becomes some becomes many becomes all, creating a musical structure that guides the edit. We paired this custom composition with an organic and earthy sound bed befitting the natural tequila-making environment. The result is an evocative piece of music that speaks to the artisans’ passion and extends beyond the product to the heart of the brand itself.