For Día De Los Muertos, Espolòn Tequila partnered with LA-based creative collective Paisaboys to launch the Calavera Collection—an apparel capsule blending modern street culture with heritage-driven design.

As Account Lead, I oversaw the full cross-functional partnership, aligning Espolòn’s brand goals with Paisaboys’ creative direction to authentically honor the holiday’s cultural roots. The program extended into a broader media and experiential footprint, including a First We Feast interview feature sponsored by Espolòn and a co-branded pop-up booth at ComplexCon where fans could purchase the capsule collection and enjoy Espolòn cocktails.

The activation delivered strong cultural resonance and engagement both online and on the ground.

Results / KPIs

● Social Impressions: Content across Espolòn, Paisaboys, Complex, First We Feast, and community channels generated an estimated 500K–1M+ impressions

● ComplexCon Impact: The co-branded booth experienced strong foot traffic across both festival days, resulting in a complete sellout of capsule product

● High engagement around the interview feature and social content rollout

● Positive reception from Espolòn leadership, Paisaboys, and Complex partners

● All creative and production elements delivered on time despite tight launch windows