There’s something when… Mexican Spirit TOUCHES Japanese KANPAI!
Client: Proximo (Asahi) // Social, 2022-now
Role: Art Direction, Social Content Creative, Photography, Videography
What I did:
Managed the end-to-end creative process: content calendar development, concept presentation, production
Co-developed monthly content calendars with strategist and creative team
Presented creative concepts to the client and managed feedback loop
Led in-house photography and videography for social content, photo shoot direction for vendors.
For the longest time, Jose Cuervo has been associated with high spirits, shots, and blackout-wasted moments in party culture. For Japan market, client wants to flips the perception: Cuervo tequila can be a versatile choice for all kinds of moments in life, even more relaxed ones, intimate ones in the Japan life.
Running the Jose Cuervo Instagram account, our goal is to inspire our Japanese audience with creative ideas to enjoy Cuervo Tequila in daily life, beyond the bars. By tapping on Japanese seasonal/social moments with a zest of Cuervo fun ideas and visually exciting art direction, we have inspired over 19k followers on the Cuervo Japan account.
social videos
We produce social videos ideas that either inspire new ways of enjoying Cuervo, or entertaining our audiences with our unique Cuervo humor on ongoing social trends.
yurutequila
Social Campaign, 2024
“YuruTequila” is a summer campaign to promote slow, relaxed drinking (Japanese word “yuru~” means relaxed) with Cuervo tequila as the base of Japanese-style cocktails.
Embracing “Yuru” as the concept, we envisioned an art direction that gives softness through light and edges, warmth of summer, and the iconic vibrance of Cuervo brand!
SUMMER LIMITED EDITION 2026
Social Campaign + In-store POS Production, 2026
Celebrating the upcoming summer moments, Jose Cuervo releases limited edition summer bottle in the Japan market with a special summer label design. Playing with the concept of an energetic, refreshing summer vibe and utilizing the provided artwork, I art directed the Key Visual poster for Summer Limited Edition promotion (to be used across X, Instagram, Facebook), and the Summer Limited Edition promotional video that was run on all social platforms and in-store selling monitors across Japan.
