LOBOS 1707 — UNDOMESTICATE
PHOTO + VIDEO CAMPAIGN | ROLE: ART DIRECTOR
PRESS: Little Black Book, Ad Age, Ads of the World, Campaign Week, PR Newswire, The Source Magazine
Welcome to the Center For Human UnDOMESTICATION… a place where you can fearlessly break away from the constraints of domesticated life and tap into your more primal, instinctive side. In this idyllic world, the core ingredients for human un-domestication include fresh limes, sea salt, chili, ice, and, of course, Lobos 1707 tequila.
Our Undomesticate campaign tapped into the brand’s raw spirit, driving a 600% search lift over their previous campaign with LeBron James. A nice reminder that strong storytelling, not just star power, can make all the difference.
LAUNCH
We began by going dark. Social and web were reduced to a single loading bar reading “Undomesticating…,” before launching a teaser from the Center for Human Undomestication. The film introduced the Wolf Whisperer and other reformed residents at the Center, reaching over 13 million views on TikTok.
