I joined during development of See New, working alongside Antonio — pulling references, building mockups, finding the visual language. Antonio led the campaign concept; I built and expanded the visual system that carried it across photography, retail, merchandise, and every seasonal campaign after.

LALO had real momentum from one fact: one of its founders is connected to a well-known tequila lineage. But the brand didn't want to be known for someone else's name. So we shifted the whole positioning toward independence — 100% Mexican-owned, Mexican-made, unapologetically luxury.

The founders had been making this tequila for themselves, quietly, for years before deciding to share it. Instead of launching five or six bottles the way most brands do, they picked one: Blanco — no aging, just three ingredients, built for a clean taste. That idea — something old, done differently, done better — became the spine of See New, carried into every campaign after.

I was let go from the account a few months before LALO was acquired, as part of a broader team reduction ahead of the sale. Years later, LALO is still running on the same visual system I helped build.

Creative Direction: Antonio Navas