DON JULIO POR AMOR:
AN IMMERSIVE TASTING EXPERIENCE
OVERVIEW
Por Amor was a four-day multisensory installation celebrating Don Julio’s devotion to craft and Mexico’s land, culture, and people. Nearly 3,000 guests moved through nine sensorial rooms. They were invited to see, hear, touch, smell, and savor the story behind every drop.
CHALLENGE
Despite Don Julio’s status as a category leader, many consumers were unaware of the brand’s incredibly rich and ownable heritage story.
SOLUTION
We designed a fully immersive tasting journey across nine rooms, powered by cinematic projection, 4D spatial audio, custom scents like roasted agave and rich oak, and hands-on tasting moments. Guests concluded the experience by crafting their own cocktails and accessing exclusive bottle and merch purchases.
The Projection Show at Mercer Labs
THE BRIEF
Create a 10-minute multisensory show inside Mercer Labs’ cutting-edge projection environment. A space known for its massive LED volumes, high-resolution projection mapping, ultra-precise audio localization, and real-time reactive lighting.
MY ROLE
As Design Director, I built and led a team of 3D artists to concept, design, and execution of the full show from story development to final render.
My oversight included:
Concept + visual direction
3D look development
Motion design supervision
Final delivery + on-site creative support
EXPERIENCE DESIGN
The event centered around Mercer Labs’ main projection room, where groups of 15 entered a surreal reimagining of Don Julio’s hacienda. The space featured 40-foot ceilings and 26 projectors used to architecturally map the environment with moving agave fields, sweeping archways, and a glowing sun on the horizon. A custom-built sculptural table sat at the center, acting as both a storytelling surface and a sensory anchor for tasting two cocktails highlighting the Añejo and Don Julio 70 serves.
design details
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AGAVE
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ice texture
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Liquid Texture
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Hacienda Sun
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hacienda wall
KEY MOMENTS
01 — The Hacienda Awakens
Guests enter a warm, dreamlike hacienda. Agave fields ripple across the walls. The light breathes. The room surrounds you in movement.
04 — Frozen in Time
Walls frost over in every direction as beautiful light illuminates from behind the ice.
02 — Don Julio’s Signature
The table illuminates with Don Julio’s handwritten signature, timed with a VO introduction. Golden liquid begins to “fill” the table flowing down the floor.
05 — Spacial Peace
Ice melts into darkness. Stars emerge across the walls.
03 — Waterfalls of Liquid Gold
The hacienda walls lift into a cascade of tequila. A monumental silhouette of Don Julio appears, honoring the brand’s founder.
06 — Nightfall at the Hacienda
The walls of the hacienda return as doors and windows open into a night sky.
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Tech Environment
- High-resolution 360° projection mapping with 26 projectors on 40ft ceilings across all walls
- 4D spatial audio synced to narrative beats
- Real-time choreography with flair bartenders
- Architectural alignment with physical products in the room
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TAKEAWAY
The projection room became the emotional heart of Por Amor. Blending cinematic storytelling, technical innovation, and sensory cues to bring Don Julio’s heritage to life in a way guests could truly feel.
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RESULTS
Attendees: 3,000+
Media Impressions: 240MM+
Sales Conversion: 550+ bottles, 250+ merch
Branded Giveaways: 300
Team credits
SVP, Content: Catlin Callaway
VP, Immersive Experience: James Fluhr
Design Director, Content: Ely Arce
3D Art Director: Johana Kroft
3D Animators: Nate Mohler, Maxim Kroft, Nadia Hernandez, Blake Wyrick, Zbynek Krulich, Jan Simcik, Adam Knauer
Line Producer: Kare Bortolus
Sr. Project Manager: Autumn Swope
SVP, Group Account Director: Paige Southern
Sr. Production Director: Venetia Frew
Executive Experiential Producer: Kris Nash
Experiential Design Director: Nicole Furata
Graphic Designer: Jenny Koreny
Sound Design: Jaron Halmy
Content Coordinator: Taylor Barker
+ A few others.