PAtrón Tequila

social campaign

Executive Producer: Jonathan Harris - FMLYCRTV | Illustrations: Eduardo Robledo | Voiceover: Eugenio Derbez | Animation/Motion design: George Hurrell | Audio: Patrick Lee

Context

This project was a social campaign for Patrón Tequila, developed in collaboration with FMLY CRTV and a multidisciplinary creative team.

The foundation of the piece was a set of detailed linocut-style illustrations by Eduardo Robledo, which needed to be transformed into a dynamic, animated world for social and digital use.

The challenge was to retain the integrity and texture of the original artwork while evolving it into a living, motion-led narrative experience.

Approach

I focused on bringing the static linocut illustrations into motion in a way that preserved their handcrafted quality while introducing rhythm, depth, and atmosphere.

The animation was designed to feel like a continuous unfolding of illustrated scenes, using motion to guide the viewer through the artwork rather than overpower it.

Careful attention was given to pacing and transition, ensuring the illustrations remained the focal point while the animation enhanced their storytelling potential.

The voiceover and audio design were integrated to support immersion and reinforce the tone and cultural texture of the piece.

Result

The final campaign delivered an immersive, illustration-led animation that brought static artwork to life in a way that felt cinematic, expressive, and true to its original craft.

It successfully extended the visual language of the illustrations into motion, creating a cohesive and engaging social campaign experience.