Carlos I, A Legacy Collection

For this limited edition designed for collectors, we focused on sharing quality and craftsmanship. We developed the claim “A gem polished by legacy” based on the fact that this brandy was created using centuries-old casks and artisanal techniques.

Visually, the campaign embraced innovation while honoring tradition. Trusted with creative freedom, DAf introduced a sensorial CGI approach rarely seen in the conservative luxury brandy space. Through sculptural 3D features and immersive lighting, each bottle’s jewel-toned hues were extended into its surroundings, transforming color into atmosphere. Key visuals, films, and studio photography centered the bottle as a precious object- sculpted, illuminated, and framed to dazzle while reinforcing its super-premium positioning.

At the heart of the story stands Master Blender Marcos Alguacil, photographed in the bodega where legacy becomes liquid form. By showcasing the hands and mind behind the blend, the campaign elevates craftsmanship from concept to character.

Beyond the limited edition, DAf developed a broader strategy to strengthen Carlos I’s competitive stance under the claim “Spirit of Conquest.” Through a brand film portraying the stages of distillation, aging, and mixology, we reinforced the message that conquest begins within. Appealing to consumers who see themselves as self-made and intuitive, Carlos I reclaims its space not only as a symbol of heritage, but as the spirit that accompanies ambition.