MAESTRO DOBEL ATELIER: CHARRERÍA EDITION

Role: Copywriter + Creative

Category: Campaign Development // Video Production // Social Content

Overview

Maestro Dobel Atelier is an annual, limited-release collector’s edition illustrated by master Alebrije artisans in Oaxaca. Each bottle pays homage to unique Mexican art forms.

For the Charrería Edition, the brand wanted to do more than release a product. They wanted to explain what makes these art forms cultural masterpieces.

To bring that story to life, we traveled to Oaxaca to document the artisans hand-painting each bottle, and to Jalisco to capture a professional charro performing the iconic equestrian traditions.

The goal for this project was to show that having one of these collector’s bottles was a way to honor Maetsros, who dedicate themselves to bringing beauty to the world.

The Challenge

This release needed to:

  • Explain to audiences two deeply rooted Mexican traditions

  • Visually communicate craftsmanship, heritage, and precision

  • Feel elevated and documentary-driven

From concept to creation, this work required cultural sensitivity, narrative restraint, and close collaboration between creative, production, and on-the-ground talent.

INSIGHT + Solution // “Mexico’s Art Forms Are United By Maestros”

Charrería, Alebrije art, and tequila crafting are all the pride of Mexico’s heritage and identity. We wanted to show how the three come together, defined by a dedication to be truly unique.

This meant flying to Oaxaca and Jalisco to actually see in person the type of dedication these Maestros have for their passions. To capture the painstaking brushstrokes, suertes, and process.

Being on set allowed me to help guide these moments as they unfolded. Working closely with local talent and directors, we were able to capture small serendipitous moments of artisitc brillaince to create a piece that was as beautiful as the bottles we were selling.

Results

The final assets delivered a visually rich, culturally grounded story that:

  • Elevated the Atelier Charrería Edition beyond a product release

  • Positioned Maestro Dobel as a steward of Mexican heritage and craft

  • Sold out all the bottles from that year’s edition

 

BEHIND THE ART

BEHIND THE INSPIRATION

Creative Director: Lindsay Kelly & Francisco Ceballos

Art Director: Lidia Ruiz

Video Director: Enrique Viazcan

Copywriter: Yazad Dastur