The "Taste is Everything" campaign consists of multi-cinematic style films directed by visual storyteller Ricky Saiz, most notably known for directing Beyoncé’s music videos Beyoncé: Yoncé and The Carters: Apeshit.

The first spot takes place in a barber shop starring global Latin superstar Ozuna, and the second spot stars 10-time NBA All-Star and entrepreneur Carmelo Anthony, sitting courtside and enjoying a basketball game. Each campaign storyline centers around the brand’s ultra-premium expression, 1800 Cristalino, as the catalyst that transforms everyday moments into tasteful next-level experiences.

The new 1800 Tequila “Taste is Everything” campaign series will begin to air on May 3 and be displayed across TV, digital, social, out-of-home advertisements, and in-store.

“Tequila is the fastest growing spirits category in the U.S., and as the leader in super premium sales, we know our consumers are choosing 1800 because of our liquid superiority and our passion for meaningful collaboration with a range of cultural tastemakers. We toast to 72andSunny, our new creative agency of record, our collaborators Carmelo Anthony and Ozuna, and Ricky Saiz, our campaign director, for elevating the 1800 Cristalino experience for drinkers,” says Lander Otegui, SVP-Marketing at Proximo Spirits.