TeQUILA AVIÓN
“WORTH THE WAIT: THE ART OF INEFFICIENCY”
My Role: Campaign ideation, creative direction, video direction
Talent: Ken Austin, Alejandro Lopez, Scott Roberts, Justin Lavenue
Creative Producer: Megan Duffey
DP: Charles Baldini
Photography, Art Direction: Mike Falco
Working directly with Tequila Avión founder Ken Austin and master distiller Alejandro Lopez, InsideHook created a dynamic campaign celebrating their philosophy that “efficiency is the enemy of quality.” We journeyed to Jalisco, Mexico to capture the artisanal distillation process of Tequila Avión, showcasing the meticulous craftsmanship behind each bottle and foregrounding the brand’s core belief that there are no shortcuts to greatness.
To to further highlight the theme of craftsmanship and deliberate inefficiency, the campaign extended to the world-renowed Salt Lick Barbecue in Austin, Texas, where we delved into the art of barbecue with pitmaster Scott Roberts and the patience it takes to do it right.
To tie the two worlds together, we brought master mixologist Justin Lavenue along learn about Salt Lick’s process and craft custom Tequila Avión cocktails to pair with a delicious barbecue meal. This pairing showcased how dedication to detail can elevate both spirits and cuisine.
salt lick barbecue,
austin, TX
