LOBOS TEQUILA

Josh Dickinson photographs the launch campaign for the LeBron James backed Tequila and Mezcal brand, LOBOS 1707. 

The creative for the campaign is rooted in the traditional and timeless process of Lobos 1707 Tequilas that are born in the nutrient-rich soil of Altos de Jalisco, MX as Blue Weber agave plants where they are cultivated by surrounding elements, extracting power from the sun and moderate rainfall. Meanwhile, on the steep slopes of the Oaxacan Sierra, Espadín agave thrives in the dark volcanic soil, biding its time before its eventual transformation into Mezcal.