LALO x F1
context
LALO Spirits is a tequila brand rooted in Mexican heritage, craftsmanship, and a deep connection to its cultural origins. During F1 weekend in Austin, LALO wanted to create a high-visibility brand experience that could introduce the tequila to new audiences through tastings while also celebrating Hispanic Heritage Month and the Mexican roots of the brand. The activation took over a prominent stretch of South Congress, with an additional surprise-and-delight experience inside a nearby boutique hotel.
activation design | creative direction | content & social entertainment programming | cultural storytelling
Featured In: PRNewswire, Beverage Industry, Forbes
the ask
LALO needed help creating an experiential pop-up in Austin that could capitalize on the energy and foot traffic surrounding F1 while feeling authentic to the brand and its cultural story. The experience needed to drive awareness and trial through tequila tastings while giving guests a reason to stop, engage, and share the experience beyond a traditional sampling activation. It also needed to create a connection between F1, Austin, and Hispanic Heritage Month through entertainment and programming that felt celebratory and distinctly LALO.
the solution
I helped bring the activation to life through a multi-touchpoint experience spanning a highly visible South Congress activation and a surprise pop-up elevator bar inside a neighboring boutique hotel, where guests could enjoy fresh-made LALO cocktails. The experience incorporated live tequila tastings, a mariachi band, DJ programming, complimentary merch, and a trick roper who moved between the outdoor activation and hotel bar, creating unexpected moments of entertainment and connecting the two spaces. Together, the elements created a lively, culturally rooted brand experience that put LALO directly in front of F1 crowds and Austin locals while giving guests multiple ways to discover and engage with the brand.
