Don Julio World Class

Now in its 16th year, Diageo World Class invites bartenders from 51 countries to compete for the career-defining title of World Class Global Bartender. This highly anticipated event felt like the perfect moment to reimagine our Halo tool for the world of Don Julio. Not only were we reinventing personalisation for a new brand and audience; we were looking beyond packaging and creating for the big screen, displaying visitors' creations around the event.

We dived straight into the Mexican-inspired brand of Don Julio, pulling out features like craft, textures, and lighting from existing assets. These elements were then reverse engineered to create prompts for a new, fully-generated set of base images.

Ahead of the event, we asked contestants four key questions about tasting notes, time of day, favourite cocktail spots, and their personal bartending style. They were encouraged to answer with their planned cocktail in mind, sparking an artistic interpretation that would distinguish their stall throughout the day. By bringing each bartender’s unique ethos and approach to life, Don Julio celebrated the creativity and passion behind every drink.

Highlights – Experienced by industry players from 51 global markets, spanning 6 continents.