Each time we’ve filmed for Patrón en Lalique, we’ve pushed to elevate the production quality and storytelling.

With Serie 1, our approach was purely documentary - capturing the decanter’s creation as it unfolded. With Serie 2, we refined our cinematography, crafting a more intentional visual style. For Serie 3, we wanted to go beyond simply documenting the process.

Seeing early sketches of the agave-inspired design, we proposed filming Lalique’s head designer, capturing his creative process as he translated nature into glass. To bring this vision to life, we studied agave plants around Orange County, even collecting seeds and creating a scientific illustration that became a centerpiece in our opening scene.

With each film, we’ve also evolved our cinematography. Serie 3 needed to feel more artistic and immersive, so we leaned into macro close-ups, slow motion, and crystal prisms, creating light refractions that subtly echoed Lalique’s glasswork.

This ongoing collaboration has challenged us to refine our craft, just as Patrón and Lalique continue to push the boundaries of theirs. It’s an honor to be part of this journey.

And yes, the tequila was a nice perk.

In the third of our ongoing partnership with MullenLowe, we developed and produced the Patrón En Lalique Serie 3, an exclusive partnership between the leading brand in tequila, and French crystal maker, Lalique.

With each iteration of this project, our familiarity with the process deepened, yet this time, both the MullenLowe team and Process Creative were determined to elevate the project from the years before, aiming to create something more artful and cinematic in contrast to a more docustyle approach from before, aiming to unveil the true beauty and meticulous craftsmanship that lie behind the Serie 3 decanter.