Using only three ingredients–agave, water and yeast–Patrón still makes tequila the hard way–by hand. This spot features a group of Patrón Tequila’s artisans–a jimador, tahona miller, fermenters, distiller and bottlers coming together to celebrate the art of making tequila by hand.
Directed by Airton “Tino” Carmignani via production company Loveboat for agency MullenLowe Los Angeles, this commercial titled “Our Hands” centers on the hands that come together to make Patrón Tequila. The film uses music and visual performance art to bring to life the brand’s ethos that every bottle of Patrón embodies–made by hand and crafted with passion. The artisans’ hands are used as instruments to create the percussion of a soulful and energetic piece of music, paired with the elements and tools that represent Patrón Tequila’s craft.
To showcase the power of creating by hand, Patrón partnered with talented Mexico-based designer Sandra Weil who outfitted each tequila artisan in hand-cut, hand-sewn garments – and enlisted Grammy Award-winning artist and innovator, Andrés Levin who produced the film’s sounds and music.
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Credits
Client Patrón Tequila Agency MullenLowe Los Angeles Laura Sampedro, Carlos Alija, executive creative directors; Victor Monclus, creative director; Fabio Brigido, head of design; Ashley Suarez Wood, associate creative director, writer; Mary Wuench, associate creative director, art; Michael Marchecko, art director/content photography; Rafa Rosa, sr. designer; Bib Bonani, group strategy director; Christian Franco, associate strategy director; Kate Hildebrant, VP, head of integrated production; Judd Stricker, producer; Karen Youngs, VP, director of art production; Aubrey Hayden, VP, executive content producer; Emile Doucette, SVP, director of editorial; Andrew Mui, editor/shooter; Dan Howell, VP, director of integrated Studio; Jorge Noujaim, associate motion design, director; Robert Lujan, motion designer. Production Company Loveboat Airton “Tino” Carmignani, director; Jeff Baron, managing prtner; Rachel Curl, exec producer; Tiffany Che, production supervisor; Gui Marini Da Silva, production designer; Sally Hanson, producer; Dustin Lane, DP; Scott Harris, assistant director; Sandra Weil, fashion designer; Andrea Mendez, stylist; Monica Mendoza, design director. Production Services Story Carlos Estrada, producer; Priscilla Reed, choreographer. Editorial Lockt Dan Abraham, lead editor; Rebecca Jameson, exe cproducer; Jess Berry, post producer. Finishing Shape + Light Cara Lehr, exec producer; Rob Trent, creative director; Aaron Neitz, VFX supervisor/lead Flame. Music Supervision Tribe Caribe Andrews Levin, composer & music producer; Jaxx Landry, music producer.
In a new campaign for FINN Jobb, Norwegian director Øyvind Holtmon of production house Bacon teams with Oslo ad agency Morgenstern to tackle the anxiety around AI replacing human expertise and the contagious trend of professionals switching to content creation as a vocation. The film wastes no time setting up its premise, opening inside a research lab where scientists are urged to “stop sciencing” by management as a result of a long equation being solved exceptionally fast via artificial intelligence by KA.I from IT.
Shot with a clean, clinical visual language and played entirely straight, the film leans into Nordic minimalism and dry humor, letting contrast and restraint drive the comedy rather than exaggeration. Faced with the what-now-moment, the scientists jump hands-on into the new absurdity of creating content. Through synchronized dances, ring lights and dead-serious faces, the lab transforms into a performative stage. In the midst of the excitement, FINN Jobb sneaks through the frame, positioning the platform as a grounded companion in times of change.
As Norway’s largest marketplace for job advertisements, with about 5.7 million job applications in 2025 alone, the film positions FINN Jobb as the go-to platform in an uncertain job market. By flipping a familiar nightmare into an unexpectedly funny, yet hopeful outcome, Holtmon’s story lands as both a satire and a gentle reminder that opportunities won’t disappear.
