Espolon Tequila The Instigator
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ESPOLÓN TEQUILA

THE INSTIGATOR

Creative Director: Omar Silwany
5 O'Clock / Momentum Worldwide

Espolón Tequila needed a purpose before a platform. A single idea to unify its digital presence. We looked inside. Reconnected with a brand built to Stir Things Up. We found The Instigator.

THE PITCH

A single organizing idea to unify Espolón's social & digital ecosystem.

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THE WORK

Actionable creative guidelines for Facebook & Twitter.

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ART NEVER DIES

The never-ending mural project on Instagram.

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THE CHALLENGE

Espolón Tequila needed to clarify its purpose online — then follow through across all digital and social channels. Before we could build anything, we needed soul searching. We had to look inside and reconnect with a brand whose core purpose is to Stir Things Up.

THE INSIGHT

Purpose before platform. Espolón wasn't just a tequila — it was an instigator of courageous creativity. Every channel, every post, every picture, every tag, every follow needed to ladder up to that single organizing idea.

THE WORK

We pitched The Instigator — a unifying concept for Espolón's entire social and digital ecosystem. Once awarded, we built actionable creative guidelines for Facebook and Twitter. Then we designed Art Never Dies: a never-ending mural on Instagram, one tile at a time.

THE IMPACT

The client bought everything. Then brought in Vice's agency to collaborate. Art Never Dies never launched. The strategy did. "Fast Track" Growth Brand, 2016. U.S. sales doubled by 2017. Today: top three premium tequilas worldwide. The Instigator is still stirring things up.

© 2026 OMAR YASSER SILWANY | ALL RIGHTS RESERVED.