MAeSTRO DOBEL
“HABITS OF THE HIGHLY EFFECTIVE RULEBREAKER”
My Role: Campaign ideation, creative direction, video direction
Talent: Aerosyn Lex, Shane Fonner, Steven Rojas
Creative Producer: Annie Hunter
DP: Charles Baldini
Art Director: Mike Falco
Maestro Dobel tequila was looking for a campaign that expressed their rebellious brand spirit and their commitment to bucking the status quo and pushing the boundaries of premium tequila.
InsideHook leveraged our rolodex to secure three influential gents from different worlds who all shared Dobel’s rule-breaking mindset — acclaimed fashion designer Shane Fonner, award-winning artist Aerosyn Lex and digital mastermind Steven Rojas — and sat them down for a series of snackable videos in which they sipped tequila and shared their iconoclastic philosophies on various aspects of modern life.
The visual aesthetic of this series was stripped all the way down as an homage to the clean, crisp clarity of the Dobel product and their belief that a truly premium tequila is the result of simplicity: sometimes quality ingredients and the right mindset are really all you need to create something superlative.
