Every bottle of Patrón tequila is handcrafted with passion and precision—from the agave fields of Jalisco to the distillery floor of Hacienda Patrón. This artisanal process is what sets Patrón apart from its peers, so the brand wanted to offer tequila aficionados the chance to experience it up close and personal.

To bring the Art of Patrón to life, Firstborn crafted a love story that could only be told through a first-of-its-kind VR experience. With Patrón’s signature bee as the guide (narrated by John Ventimiglia, the infamous Artie Bucco of The Sopranos), fans watch from the bee’s point-of-view as it chases an agave plant being harvested and transformed into tequila.

To deliver on our creative vision, Firstborn pioneered a new form of VR development: pairing live action footage with cinematic CGI animation. Along with director Mark Kudsi from aWHITELABELproduct, we partnered with Legend3D, who developed new systems for the project that allowed us to track the CG within 360° live-action footage. To create the unique bee’s-eye point of view, we turned to Aerial MOB, the only drone operator certified by the FAA, to help us create a custom drone for the film.

The Art of Patrón VR experience debuted around one of Mexico’s most pride-filled days—Cinco de Mayo. Fans across the country can experience how their favorite tequila came to be using VR headsets at in-store events. For those at home, Firstborn created a custom interactive player that can be controlled via computer mouse or an iPad’s gyroscope. The experience also earned over 145M impressions.

Salud!