DELEON:
BOLD SPIRITS RISE
Group Creative Director/AD
Flow is magnetic, a force that ignites bold spirits and inspires fearless creativity. When you’re in it, you embody your most authentic self, radiating a contagious energy that celebrates originality and dares others to rise alongside you. It’s a moment where self-expression becomes unstoppable, and the world feels your presence in profound and unforgettable ways.
For this campaign, DELEÓN unveiled “Bold Spirits, Rise”—our first large-scale ad campaign in nearly a decade! With powerful visuals and a new brand platform, this campaign represents more than just an ad; it’s a celebration of fearless creativity, emerging talent, and the spirit of rising above.
For this campaign, DELEÓN unveiled “Bold Spirits, Rise”—our first large-scale ad campaign in nearly a decade! With powerful visuals and a new brand platform, this campaign represents more than just an ad; it’s a celebration of fearless creativity, emerging talent, and the spirit of rising above.
We partnered with legendary choreographer Shay Latukolan—renowned for his groundbreaking work with JUNGLE—to translate the essence of bold spirits rising into movement.
Client: DIAGEO
Agency: TRANSLATION
Steve Stoute, Chief Executive Officer
Jason Campbell, Chief Creative Officer
Group Creative Director, Devin Baker
Group Creative Director, Roger Hoard
Gin Chen, Creative Director
Gio Serrano, Creative Director
Dupree Bostic, Associate Creative Director
Lucas Kelly, Associate Creative Director
Sandi Preston, Chief Strategy Officer
Steve Stoute, Chief Executive Officer
Jason Campbell, Chief Creative Officer
Group Creative Director, Devin Baker
Group Creative Director, Roger Hoard
Gin Chen, Creative Director
Gio Serrano, Creative Director
Dupree Bostic, Associate Creative Director
Lucas Kelly, Associate Creative Director
Sandi Preston, Chief Strategy Officer
Elizabeth Mangano, Group Strategy Director
Rashad Williams, Context Director
Stesha Moore, Senior Project Manager
Susanna Swartley, Head of Client Services
Taylor West, Senior Account Director
Laura Palacino, Account Supervisor
Alison Hill, Head of Production
Alice Cottle, Executive Producer
Kristen Wiggs, Producer
Zen Ojore, Junior Editor
Jason Nuttall, Design Operations Lead
Olufemi Leverett, Senior Designer
Kevin Cornelio, Sr. Motion Designer
Stesha Moore, Senior Project Manager
Susanna Swartley, Head of Client Services
Taylor West, Senior Account Director
Laura Palacino, Account Supervisor
Alison Hill, Head of Production
Alice Cottle, Executive Producer
Kristen Wiggs, Producer
Zen Ojore, Junior Editor
Jason Nuttall, Design Operations Lead
Olufemi Leverett, Senior Designer
Kevin Cornelio, Sr. Motion Designer
Production: Biscuit Filmworks
"The Boring Stuff"
Widespread trade and consumer press coverage.
Since its November 20, 2024 launch via PR Newswire, the campaign has been picked up by at least half a dozen major industry and consumer outlets—PR Newswire, LBB Online, TrendHunter, Shots Magazine, MediaPost, StockTitan and others—demonstrating strong editorial pickup across digital, social and OOH channels.
Underlying business momentum.
Back in late 2023, buoyed in part by Diageo’s biggest ad push in a decade behind “Bold Spirits, Rise,” DeLeón’s U.S. shipments soared from roughly 45,000 cases in 2020 to nearly 180,000 cases last year, earning it Impact Databank’s “Hot Prospect” honor—gained from the brands new platform which it is explicitly aiming to extend and continue through this new campaign.
