Lobos 1707: All For The Pack

Lobos 1707, the ultra-premium tequila and mezcal brand, announces the launch of its latest campaign, Build a Bigger Table: All for the Pack. The new creative spot, created by Young Hero, is an extension of Lobos 1707's Build a Bigger Table movement, which emphasizes inclusivity and invites others to pull up a chair and share their own personal experiences. Through "All for the Pack," the brand drives home representation, the strength of community, and that every individual has something to contribute and bring to the table. The creative, conceptualized and directed by founder and Chief Creative Officer Diego Osorio, is based on real life moments in which Lobos 1707 brings people together, and showcases how each individual involved in creating the tequila is important to the Pack. Passing the bottle along from founders and investors, to jimadors, distillers, mixologists, industry leaders and collaborators who have worked together to help bring the brand to life. The film weaves together each individual’s contribution to the brand story and successes to-date. The video features Osorio, as well as CEO Dia Simms, CMO Erin Harris, and investors LeBron James, Maverick Carter, and Draymond Green, among others. It all culminates with the Pack coming together to welcome everyone to a seat at the table – a symbolic gesture inspired by a physical table that was hand built by Diego and currently lives in the Lobos 1707 office as a place of gathering.