INDUSTRY
What We DoHow We Do ItWho We AreINDUSTRY ONE

Agave Reimagined

Almave

Agave Reimagined

Fresh flavors for new connections: slowing down and sipping a different take on agave with Almave Humo.

Challenge

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. It’s called Humo and is made with Espadin agave harvested from the foot of volcanoes in Puebla, Mexico. Smoky, nuanced, this is the real deal. The goal: keep the energy up around the brand while attracting a new group of people, both the sober-curious getting onboard for Dry January and those who appreciate the sippable details of the mezcal flavor over a more traditional tequila taste.

But, the new year brings a flood of resolutions and marketing clutter. We needed to break through the noise with a message that, like a good cocktail, would be equal parts emotionally resonant and culturally relevant.

Solution

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 three immersive worlds, each with sensorial assets that inspired new ways and moments to introduce and enjoy Almave Humo.

We showed how new flavors can be central to new, deeper connections. 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.

A man in an orange sweater sits in a chair, pouring a drink into a glass on a glass table, with large windows and blurred figures in the background.
A bottle of Almave non-alcoholic spirit sits on a table next to a glass of amber liquid and a person's hand resting nearby.
Person in an orange pleated shirt holds a green bottle labeled "Alma" with an agave illustration; a glass with a drink and ice sits nearby.
A tall bottle labeled "Almave" stands next to a glass of cocktail with ice and a salted rim, set on a rocky surface with mist and dark background.
Lewis Hamilton with braided hair holds a glass of amber liquid, sitting in a warm-toned room, wearing a dark sweater with pearl details on the sleeves.
Lewis Hamilton in a dimly lit room sits on a chair holding a drink, with others mingling in the background, surrounded by speakers and ambient lighting.
Person with tattoos holds a glass with an amber liquid while wearing rings and a black outfit with gold button details. Seated on a brown chair, the scene has a warm, dimly lit ambiance.
Person with braided hair sips from a glass, holding it with tattooed hand. Warm lighting creates a cozy atmosphere.
Lewis Hamilton in a white shirt sits in a lounge chair holding a drink. A blue bottle is on the table beside him. In the background, two people converse near a window overlooking a cityscape.
Lewis Hamilton with braided hair and tattoos sitting in a chair, holding a cocktail glass. A blue bottle labeled "Almave" is on the table. The room has dim, blue lighting.
Lewis Hamilton with braided hair sits in a modern chair, holding a glass with a drink. A blue bottle is placed on the table beside the chair. The background shows a blurred cityscape view.
Four people smiling and raising glasses in a modern living room with a cityscape view.
A collage of images featuring a man holding a drink, sitting with others, and various close-ups of beverages, highlighting a non-alcoholic spirit brand named "Ámbar.

Client

Almave

Year

2025