Following the successful launch of the Almave brand, we set out to extend the narrative of “Beyond Proof” into the new year—with a new expression of the agave plant that’s so central to an actually delicious non-alcoholic tequila. The new year isn’t about restrictions. It’s fresh start and an invitation to create. This wasn’t just a campaign; it was a movement—a fresh perspective on N/A spirits that truly goes Beyond Proof.
Meet Perpetual Motion
A campaign built around meaningful, elevated connection that never stops. A flavor full of nuance needed sophisticated visuals, from the color of the bottle and the words on the label to how we styled Lewis Hamilton across every photo and frame of video. We brought this to life through two immersive worlds, each with sensorial assets that inspired new ways and moments to introduce and enjoy Almave Ambar & Blanco.
Agency: Industry 2025
Client: Casa Lubre + Almave Created by Lewis Hamilton and Ivan Saldaña
Creative Director: Jorge Marrufo / Oved Valadez
Photographer: Kanya Iwana
Film Director: Kanya Iwana
AD: Raph Ball
Film Editor; Price Robideaux
Agave Reimagined Editor: Braulio Diaz
VFX: Marco Lukini
Copywriter: Ricky Houston
Music: Never Home Music
Produced by: Fresh Produce
Styling: Meru Turao
