Storyboards · Social Content

400 Conejos

A mezcal campaign pushed into stranger, messier, more playful territory.

The Assignment

Push the scenario.

We Are Social wanted to take 400 Conejos somewhere less expected than a standard product-and-cocktail setup.

My job was to make those ideas clear while giving the boards enough mischief, tension, ritual, and attitude to sell the tone before production.

Client: 400 Conejos
Agency: We Are Social
Role: Storyboard Artist / Visual Narrative Designer
Format: Vertical social campaign concepts
Focus: Tone, staging, action, product clarity

The Tone

Make black and white misbehave.

Without color to carry the mood, the boards leaned on lighting, props, gesture, contrast, and framing. Phone flashlights, sparklers, messy citrus, split screens, and ritual imagery turned straightforward product moments into something stranger.

After Midnight

Light the dark.

A bottle, a phone flashlight, a cocktail, and a sparkler turn a simple drink build into something clandestine and slightly dangerous. The light itself becomes part of the storytelling.

400 Conejos bottle staged with fruit in a dark storyboard scene — The bottle emerges from darkness beside scattered grapes — the first hint of an after-hours setting.

Phone flashlight revealing ice in a cocktail glass — A phone flashlight isolates the glass, turning the drink build into a reveal.

400 Conejos mezcal being poured into a glass by phone light — The mezcal is poured into the lit glass while the rest of the room stays hidden.

Sparkler and hands creating a mischievous cocktail moment — A sparkler gives the finished drink a reckless little flash of celebration.

Merry Mischief

Make a mess.

Holiday prep becomes deliberately unruly: frozen ingredients, aggressive citrus, hot splashes, mismatched glasses, and a bottle disappearing from the tray. The inconvenience is part of the party.

400 Conejos bottle lifted from a chaotic frozen holiday setup — A frozen block of ingredients sets up an intentionally inconvenient holiday cocktail.

Citrus being cut in a messy holiday cocktail storyboard — A knife, citrus, and wandering juice turn prep into controlled mess.

Hot cocktail ingredients thrown into a pot in an overhead storyboard frame — Ingredients drop into a steaming pot from overhead, making the recipe feel more like slapstick.

A hand stealing a 400 Conejos bottle from a serving tray — The bottle is snatched from the tray before the drinks can even be served.

Pour, Pour, Pass

Turn the drink into a game.

The bottle becomes a social object—passed, interrupted, teased over, and fought for. Split screens and tinted panels give the flirting and friction a deliberately designed rhythm.

Split-screen storyboard of people eyeing and fighting over a 400 Conejos bottle — Two people lock eyes across a split screen, with the bottle treated like the prize.

Multi-panel cocktail recipe build with playful social interaction — A rapid multi-panel build compresses mixing, pouring, and reaction into one graphic beat.

Cocktail being poured between partners in a tinted storyboard frame — The drink passes from one person to the next, keeping the product inside the flirtation.

Fuzzy handcuffed wrists holding a 400 Conejos bottle and cocktail — Fuzzy handcuffs turn the final bottle-and-cocktail pose into an overtly mischievous payoff.

To Those Who Came Before

Let the ritual get strange.

The product moves into ceremonial territory: smoke, offerings, an altar, matches, rabbit imagery, and a tower of glasses. The world slips toward the mythic while the bottle stays grounded.

Upside-down 400 Conejos bottle floating through smoke — An inverted bottle hangs in smoke, shifting the product from party object to ritual object.

Surreal altar filled with flowers, rabbit imagery, and offerings — The camera widens to reveal an altar crowded with flowers, offerings, and rabbit imagery.

Two hands lighting matches in a ritual storyboard beat — Two hands strike matches, escalating the scene from strange still life into ceremony.

Hand raising a shot before a 400 Conejos altar and glass tower — A shot is lifted before the glass tower and altar — a toast to the unseen figures who came before.

The Result

Add attitude before production.

The boards gave each concept a distinct visual personality before anyone stepped onto a set. The job was not only to show what happened, but how far the tone could be pushed while the product and action still read clearly.

Black and white does not have to mean neutral.

Every idea leads somewhere.

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