The Soda Academy

The Art of Patrón: Virtual Reality Experience

Patrón was looking for a new way to tell the story of their artisanal tequilas. The resulting virtual reality experience transports tequila lovers to the Hacienda distillery.

Every bottle of Patrón tequila is handcrafted with passion and precision—from the agave fields of Jalisco to the distillery floor of Hacienda Patrón. This artisanal process is what sets Patrón apart from its peers, but it would be impossible to have the entire world travel to the highlands of Los Altos to see it for themselves. Instead, Patrón was looking for a new way to offer tequila aficionados the chance to interact with their product up close and personal.

To bring the Art of Patrón to life, Firstborn crafted a love story that could only be told by pioneering a first-of-its-kind VR experience. With Patrón’s signature bee as the guide, fans watched the entire artisanal process unfold from the bee’s unique point-of-view as it chased an agave plant from the fields and followed it to Hacienda Patrón where it transformed into premium tequila. Not only was this a unique way to approach the brand and its identity, but it also proved groundbreaking, as Firstborn devised new technology and techniques for merging live-action footage and CG into one seamless experience–a first in the VR world.

To simulate the feeling of flight and take viewers to places only a bee could access, Firstborn filmed using a custom-made drone steered by an airline pilot. Binaural (3D) audio was also captured on set to create a fully immersive experience. Firstborn also created a custom-built player for tablets that let fans explore a 360° version of the experience beyond the goggles.