Vince Genovese, Executive Director of Integrated Production
Executive Creative Director
Phil Van Buren, Senior Copywriter
Believe it or not, there is an actual town in Mexico named Tequila. In fact, all tequila comes from Tequila. Though other brands reside there, Tres Agaves was the first and only one to take that claim and make it our own. In the spirit of Champagne, France, our tagline, “Tequila made in Tequila” gave authenticity and relevance to the brand, and the place.
With a modest budget, we traveled to Tequila, cast local talent, and built a library of photography, video and digital assets to capture the soul of the place. In the end, the small town of Tequila and the small tequila brand of Tres Agaves came together to tell a big story.