From a non-differentiated product
To a unique brand fueled by imagination.
CHALLENGE:
Cantera Negra — a premium small-batch tequila crafted in Jalisco, Mexico — faced the challenge of standing out in a crowded category dominated by sameness. With competitors relying on the same origin stories and ingredient lists, the task was to launch a new brand that could ignite consumer interest and create desire in a category oversaturated with process-driven storytelling.
STRATEGY:
Tequila brands often talk about agave, purity, and process — but few offer a story that stirs emotion. To separate Cantera Negra from the sea of sameness, we built a brand in the world centered around not just the soil, but what was erupting from it. By focusing on the volcano, we gave Cantera Negra a pulse - a brand born of fire, not process. . The result was a story as bold and elemental as the spirit itself.
CREATIVE SOLUTION:
The campaign re-imagined Cantera Negra’s origin story through a fantastical lens— an epic tale of wild horses, glowing agave, lava-spewing volcanoes, and a strong female heroine. Using a unique blend of CGI and analog techniques like hand-painted matte backdrops and stop-motion animation, we crafted a cinematic world that felt both timeless and tactile. The result was a striking visual identity that elevated Cantera Negra from another premium tequila to a universe all its own.
COLLABORATORS:
Minted
Nomad
Subset
Alter Ego
Behind-the-scenes
We created a surreal, yet approachable aesthetic inspired by traditional filmmaking techniques and Spaghetti Westerns. We combined a 50-foot matte painting backdrop, stop-motion, and real props, all augmented by CG.
We worked with colorist Eric Whipp (the talent behind the color grade of “Mad Max: Fury Road” and “Furiosa”) to bring an old-school film aesthetic to life, blending CG and practical props with a whole lot of volcanic atmosphere.
