DELEÓN Tequila’s 'Bold Spirits, Rise' Campaign Fuses Creative Drive and Bold Flavors to Empower the Next Generation of Artists

DELEÓN Tequila is launching its new campaign "Bold Spirits, Rise" celebrating those who embrace their creative drive (or spirit) and inspire others to do the same. Through the “Bold Spirits, Rise” platform, DELEÓN will open doors – giving rising talent a space to connect, collaborate, and showcase their creativity on the main stage through music and dance. With dedicated resources, DELEÓN will offer the tools and room needed for emerging artists to rise and continue to impact and inspire culture.

The campaign launches with a visual showcase of work brought together by a curated lineup of creative visionaries, each a symbol of the “Bold Spirits, Rise” ethos. A true collaboration, choreographer Shay Latukolan, recognized for his distinctive approach to movement, joins forces with unconventional filmmaker Ben Strebel, celebrated for his bold visual storytelling, to create a film and sequence that brings the power of flow and movement to life. With a background in dance and music, photographer Kanya Iwana, captures the emotions of movement in striking, dreamlike visuals that truly reflect DELEÓN’s spirit. Together, these artists craft a powerful narrative that embodies the essence of boldness and creativity.

“Drawing inspiration from the excitement of opening a bottle of DELEÓN, I envisioned a circular flow of movement to symbolize how one bold choice can spark a chain reaction for everyone," says Shay Latukolan. "Collaborating on ‘Bold Spirits, Rise’ with DELEÓN empowered me to express how one bold movement can spark something powerful and foster a collective community to have an elevated experience from dance to tequila.”

“’Bold Spirits, Rise’ is all about celebrating the magic moments that happen when you live with authenticity and confidence," says Ari Anderman, DELEÓN Tequila Brand Director at Diageo North America. "At DELEÓN, we believe in creating the space to transform the ordinary into the extraordinary, just as our tequila elevates everyday moments. This campaign was created with, and in tribute to, those who aren’t afraid to stand out, who lead with inspiring boldness, and encourage others to do the same.”

The campaign, created by New York-based Creative Solutions Company, Translation, features a lively collection of video spots and striking visuals that will be displayed across digital and social media channels as well as out-of-home (OOH) platforms.

The DELEÓN portfolio—featuring Blanco, Reposado, and Añejo—captures the essence of craftsmanship, drawing inspiration from the artistry of French luxury winemaking. Its bold, modern, and award-winning bottle design mirrors the smooth yet dynamic nature of the liquid inside. DELEÓN sets itself apart by aging its Reposado and Añejo in a unique combination of American Oak barrels and French Oak wine casks, allowing the tequila to flow seamlessly between the rich flavors of both worlds. The result is a spirit with a smooth, balanced character, layered with complexity and depth. Whether you're savoring the crisp notes of DELEÓN Blanco in a cocktail, the rich, complexity of Reposado (aged for at least four months), or the elegant, refined depth of Añejo (aged for over a year), each bottle transforms moments into vibrant celebrations, where bold spirits takes center stage.

Join the movement and follow the conversation on Instagram as DELEÓN creates spaces for bold spirits to rise across the country with inspired celebrations.