Jose Cuervo
Surfing Agave in Mexico
We brought a team of creators and surfers to Mexico for a week-long trip, exploring hidden beaches and poolside gatherings to capture the vibe of the campaign celebrating the brand’s connection to beach culture. At the center of the campaign was the world’s first surfboard made entirely from agave wood, handcrafted by legendary shaper Gary Linden. We also honored the heritage of agave farming by gifting a custom surfboard to local farmers, recognizing their craft and the origins of tequila.
#fundayanyday generated multi-level marketing content including video, photography, print materials, and digital assets. We designed custom artist-edition bottles, created agave-paper zines, and developed a multi-channel ad buy. A lifestyle shoot featuring surfers and influencers brought the campaign across print, social, and brand activations.
Jose Cuervo
Categoy
Art Direction, Brand Strategy, Book Design, Print, Photoghraphy, Video, Campaign, Book, Food&Beverage, Lifestyle, Travel
Year
2016
Captions
(1) Ambassador group shot, Mexico; (2) Title slide with hand-rendered type; (3) Funday Anyday campaign video spot; (4) Funday Anyday look book—surf trip documentary; (5-6) Agave surfboard documentary book; (7) Agave surfboard with Jose Cuervo bottle, agave farmers; (8-10) Various print ad campaign spots; (11-12) Surf adventure photos; (13) Title slide with hand-rendered type; (14) Surf adventure photo
Specs
Agave Surfboard Book (24 pages, 7x5”) Hard cover. Color printing 4/4 on agave paper. Hand-bound. Funday Anyday Look Book (8 pages, 4x6”) Soft cover. Color printing 4/4 coated matte stock, double-sided, scored and folded.
Credits
(Design) Michael J. Salter for Rent Control Creative; [with] (Creative Direction) Matt Lindauer; (Art Direction, Design) Joe Tornatzky; (Concept, Marketing) Randy Hild; (Photography & Video) David Warshauer, Bryan Avila; (Surfboard Shaping) Gary Linden