Patrón and agency Firstborn are launching the “Art of Patrón Virtual Reality Experience,” giving viewers an inside look at how tequila is made at its Hacienda Patrón distillery in Jalisco, Mexico. The brand joins a growing list of alcohol marketers using virtual reality with a new twist—the use of drones to film projects.
After viewers put on an Oculus headset, they see the world from the perspective of a bee, Patrón’s icon. They then get a virtual tour of the Hacienda’s agave fields, distillery and bottling room, and get to see all the steps that go into making a bottle of tequila.
According to Lee Applbaum, Patrón’s global CMO, the idea behind the campaign came from the fact that the distillery is located in a remote part of Mexico. The virtual reality is meant to replicate, as closely as possible, the on-site experience.
Using custom-built drones equipped with seven GoPro cameras, a team of FAA-certified pilots from Aerial Mob maneuvered the machines to capture complicated shots at the Hacienda like a 30-foot drop or a close-up of the agave plants. They also collected the sounds of workers in the field to make the virtual experience more realistic. The live-action shots were then overlaid with computer-generated images.