"Backed up by a traditional nav system, the 3-D interface explores a new approach to browsing that forces users to engage with large images of Patron’s eight premium tequilas." —juror Jonathan Hills

"Nice. A site freed from the boundaries of the browser box! Greeted by a dreamy soundscape, then a fog of layered, scaling text amidst elusive shimmering bottles…. I feel a bit tipsy." —juror Jacquie Moss

Overview: With a surprising 3-D navigation scheme, this site blends the art of tequila-making with the science of mixology. Expert bartenders demonstrate the proper way to create cocktails, while a unique scrolling interface reveals the long and interesting history of tequila.

• 62+ videos
• Custom content management system based on PHP and MySQL
• Bilingual English/Spanish versions

Comments by Gil Gershoni:
"Patron is a great client…they make Patron! Moreover, the company is led by people who hold the value of the brand in their hearts. They do what they do for no reason other than to make the absolute best spirits in the world.

"Our task was to capture the properties of the ultra-premium liquors and to translate those qualities into an interactive environment that educates and inspires. Patron serves a wide audience of multiple generations, cultures and genders. The single thread that pulls this group together is a real appreciation for quality.

"We took Patron through a process that identified the breadth and depth of a flagship Web presence that could grow with the company. This allowed us to create an environment that functions as a modular, scalable and responsive representation of the brand.

"The navigation structure allows for multiple paths of access into the information of the site, serving relevant information and images that complete a story. An elegant backend system simultaneously updates the Flash, HTML, Spanish and English sites enabling Patron to build engaging, flexible narratives.

"When we create solutions for clients, we always build for the larger branding goal, while staying rooted in the heart of the consumer experience. With Patron, we stayed away from 'showing' visitors how to feel and allowed the quality of the product to drive the experience.

"In the end, the site exposes its depth without complexity or racket."