The Art of Patrón

IAB MIXX Awards 2015 - Bronze
@ Best Interactive Video

Every bottle of Patrón tequila is handcrafted with passion and precision—from the agave fields of Jalisco to the distillery floor of Hacienda Patrón. This artisanal process is what sets Patrón apart from its peers, so the brand wanted to offer tequila aficionados the chance to experience it up close and personal.

To deliver on our creative vision, Firstborn pioneered a new form of VR development: pairing live-action footage with cinematic CGI animation. Along with director Mark Kudsi from aWHITELABELproduct, we partnered with Legend3D, who developed new systems for the project that allowed us to track the CG within 360° live-action footage.

In the words of Jacob Slutsky, lead compositor: "A seamless 360 camera move between several different live action sets augmented with fully integrated CG assets. 10,000+ frames of stitched, tracked, retimed, cleaned (sort of), and comped VR love. The fantastic folks involved, staff and freelance, made what had, at first, seemed impossible a reality."

Narrated by John Ventimiglia , the infamous Artie Bucco of The Sopranos, you can watch the entire experience here: patrontequila/our-story/