Margaritas from a hollowed out watermelon. “Cinco de Drinko.” Margaritaville. The margarita has become victim to basic drinking culture. So when Topo Chico launched their new margarita hard seltzer, we wanted to emphasize that we were pushing back and making the margarita nuevo again.

We launched on Cinco de Mayo, a holiday-turned-drinking-excuse, and created a pawn shop popup on the corner of 7th St & 1st Ave in NYC, where you could trade in offensive Cinco de Mayo gear for a new Topo Chico margarita.

Role: Producer

Photography by Paul McGeiver

Production Partner: Lime Media

Prop Rental: ACME Studios

Prop Stylist: John Jenkins

Microsite: Molson Coors Digital Operations