Tito’s Handmade Vodka addresses the saturation of the canned cocktail market in its campaign, Resist Conformity. The creative, developed by Arts & Letters, positions the brand’s traditional distillation process against the rise of mass-produced, pre-mixed beverages.
Utilizing a combination of cinematic, moody live-action footage and 3D render/CGI elements, the visual narrative contrasts uniform assembly lines with the tactile assembly of a handcrafted cocktail. Music and sound design from Overcoast anchor the atmospheric tone of the spot.
