Jose Cuervo: League Of The Notorious
Driving Brand Engagement Through Gamified Experience Design______________________________________
Role: Concept, Creative Direction, Art Direction, Client Presentations
Role: Concept, Creative Direction, Art Direction, Client Presentations
The Problem
Jose Cuervo needed to modernize brand perception and increase relevance with younger, experience-driven audiences.
The Solution
• Created a gamified brand universe called The League of the Notorious
• Built a platform under the idea “Live Notoriously Well”
• Developed a connected system combining:
- GPS-based experiences
- Augmented Reality interaction
- Digital engagement hub
- Real-world activations and events
• Extended reach through social, video, and DRTV content
The Result
• Global sales increased by +27%
• Grew social media brand mentions by +315%
• Expanded brand relevance among younger audiences by +62%
The Impact
Repositioned Jose Cuervo as a participatory lifestyle brand, increasing cultural relevance and engagement through a scalable experiential system.