Creative direction for Topo Chico Hard Seltzer’s Legends Never Stop Refreshing launch spots.
In a category that’s generally perceived as basic or bro-y (bro-esque?), how does a legendary 125-year-old Tex-Mex brand with a cult following launch a hard seltzer? By celebrating with other legends. Real-life local legends—who like Topo Chico Hard Seltzer—do things their own way.
Our casting sessions took us all across Texas, and ran the gamut from costumed luchadores to beekeepers to competitive axe throwers to roller derby champions to mariachi composers, ultimately leading us to three of the most legendary people in the whole state.
More to come from the campaign soon!
ECD: Karen Short
ACD Copy: Bernardo González
ACD Art: It me!
CW: Gabriel Sehringer
AD: Nod McFall
Directed by Kristian Mercado