From 2016 to 2022, I managed production design for Patrón Tequila, at the advertising agency Momentum Worldwide. The core of this work came from their 5-8 seasonal programs per year, specializing in retail advertising. From Summer to Spring, I worked with an amazing team to deliver thousands of hours in professionally produced elements that served as Patrón’s backbone for each retail season. Early on at my time with Momentum, these programs would be used to develop Duty Free programming and that later transitioned to vehicle wraps featuring the work developed here.

Some programs would have a dozen elements, and some would have four dozen. Summer was always the largest program each year, particularly because it had four mini holidays we produced plus-up kits for. If you’ve ever seen a Patrón branded piece at your local bar, that was probably something done by the Patrón team at Momentum Worldwide.

The Patrón team did not have a dedicated Project Manager for most of my time there, and as such I worked closely with Business Leadership in tracking and routing work through to proper channels, getting familiar with software like Basecamp, Workfront as well as the golden child Smartsheets and creating and submitting unit reporting. Once entrenched as client manager of Patrón’s production design, I spearheaded the transition from Creative making compositions for every single element to a more collaborative Key Visual finilzation, which I would then adapt out across many elements and save our creatives countless hours each program. This process was even further refined to account for special use cases like extreme verticals and horizontals. The volume of work for these programs was enough to require freelancers on many occasions and as such I was incharge of managing these freelancers. I interviewed them, kept them busy, reviewed their work, mentored them and tracked their time for finance reporting.