Dancers spin & dreams flow in Deleón Tequila’s bold new campaign
Titled ‘Bold Spirits, Rise,’ the creative blends hypnotic choreography, visuals and cinematography to capture the essence of living authentically.
Deleón Tequila is toasting self-expression and creative flow with its latest campaign, ‘Bold Spirits, Rise.’
The campaign spotlights the work of a carefully curated group of visionary artists. Choreographer Shay Latukolan, renowned for his innovative approach to movement, collaborated with unconventional filmmaker Ben Strebel, whose bold visual storytelling pushes boundaries, to produce a captivating short film. Photographer Kanya Iwana, known for blending elements of music and dance, complements the effort with dreamlike visuals that embody Deleón’s adventurous spirit.
“‘Bold Spirits, Rise’ is all about celebrating the magic moments that happen when you live with authenticity and confidence,” said Ari Anderman, Deleón Tequila’s brand director at Diageo North America. “At Deleón, we believe in creating the space to transform the ordinary into the extraordinary, just as our tequila elevates everyday moments. This campaign was created with, and in tribute to, those who aren’t afraid to stand out, who lead with inspiring boldness, and encourage others to do the same.”
The 54-second centerpiece ad opens in a bar, where the simple act of a bartender spinning off a cap transforms into a hypnotic sequence of dancers spinning on a dimly lit dancefloor. Filmed with a wide-angle lens, the camera fluidly follows the dancers, giving viewers the impression of joining the performance.
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The spinning motif carries through the film: the camera sweeps around a circular table of lively dinner guests raising glasses of Deleón, freezes on dancers moving to a DJ’s beat, and captures performers under a moon emblazoned with a bold “D” for Deleón.
Crafted by New York creative agency Translation, the campaign is rolling out across digital, social, and out-of-home platforms.
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