El Rayo OOH campaign combines Tequila and art
London-based Tequila brand El Rayo has collaborated with artist Alice Isaac on its latest out-of-home (OOH) campaign that seeks to bring human-led creative expression to the fore.
From today (18 May), El Rayo will be exhibiting Isaac’s work on the London Underground and in the city’s creative neighbourhoods, with a series of still collages and two animations that showcase the colourful world of El Rayo through her eyes.
Audiences will have a chance to own a piece of the collaboration themselves, through a run of 100 limited edition bottles available from early June.
The commission is the latest in what El Rayo intends to be a long-running series of collaborations with artists and makers who share the brand’s instinct for ‘originality without shortcuts’.
“El Rayo has always believed that Tequila is an art form,” said El Rayo CEO Tom Bishop. “Every choice we’ve made – from meeting Oscar Garcia in Jalisco and building the brand alongside our own in-house artist Mario Hgno in Guadalajara, to collaborating with artists and working with Alice now – has been about finding people who refuse to take shortcuts because they know that’s where true artistry lies.
“What Alice does with collage feels kindred to what we do with Tequila: she takes existing materials and transforms them into something entirely new with some creative imagination. That’s the spirit of this collaboration.”
Margate-based Isaac’s works have sought to reinterpret the ‘colourful world’ of El Rayo through collage and animation.
Isaac, who describes herself as self-taught, cuts, layers and reworks physical materials by hand before pushing the results into three-dimensional and animated spaces, producing textural, surreal worlds ‘that feel alive’.
Her process, she says, is driven by instinct rather than blueprint, with a deep investment in the tactile and the slow.
“I’ve always been drawn to work that embraces my analogue collage process,” Isaac said. “The cutting, the layering, working with the tactility of printed imagery – for me, that’s the most exciting way to work.
“Partnering with El Rayo felt like a natural fit because they’re not interested in the easy version of anything, and having a brand supporting craft is so refreshing; it gives you hope for the future of creativity. They wanted me to interpret their world, my way. That kind of trust is rare and I think it shows in the work.”
The campaign launches across London today, and the limited edition artist bottles will be available from June via elrayotequila.com.
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