This conceptual brief challenged me to create a mini campaign for Patrón Tequila by positioning the Patrón Paloma as the cocktail of late summer.

Objectives

• Raise awareness of the Patrón Paloma by highlighting its three signature ingredients: fresh grapefruit, Patrón tequila, and sparkling bubbles.

• Position the Patrón Paloma as the perfect drink for late summer, capturing the season’s vibrant and carefree spirit.

• Cultivate an aura that is effortlessly premium, stylish, approachable, and aspirational.

Creative

Competitors like Aperol, Pimms’, and Gordons’ lean into the season but ultimately stay rooted in what feels safe, familiar, and achievable. As a result, their campaigns, much like summer in Britain, end up feeling lukewarm.

That’s why the Patrón Paloma Summer Campaign dares to dream bigger. Instead of settling for the anti-climax of a typical British summer, it invites audiences to enjoy a little bit of Mexico wherever they are.

Blending bold, stylised visuals with a carefree, euphoric energy, the visual language uses a sunset-inspired palette and candid, joy-filled moments that play right on the border of reality and dreams.