Growing up in Kentucky, I was influenced by the identity of bourbon from early on in my career. From the distilleries, with their endless rows of oak-aged barrels, down to the distribution in local bars, I’ve witnessed the evolution of spirits in many forms. 

In this industry, capturing images for liquor companies is more complex than just product photography. To build the brand and make it memorable, you need to create a narrative around an authentic and cohesive identity that helps to set it apart from competitors.

In 2021, I joined former pro football players Matt and Ryan Kalil on their newest venture, Celaya Tequila. While the company was just getting ready to launch, the tradition of tequila distilling had deep roots in their own family’s heritage and was essential in crafting the narrative of their new brand.

It began with their great-great-grandfather Jose Celaya, whose homemade tequila was produced on his Sonoran ranch in the late 1800s and gave way to many legends and stories that the two brothers still share to this day. All these tales were passed down from their grandmother, who embodies the legacy that Matt and Ryan honor with their liquor. Through my contacts at Nadus Films, I came on board to help establish the brand imagery that would keep the spirits of the Celaya family alive.

The project would be centered around a visual odyssey to Mexico to photograph the distilling process and the two brothers interacting with the tequila manufacturers and craftsmen. We also photographed a second component of the production in LA, which was mainly product stills. The images were intended for marketing purposes and displayed on the brand’s website and social media platforms. 

From the onset, the team discussed a theme of natural light, moody tones, and aspirational shots. Getting to help the Kalil brothers build their brand’s narrative is right in my wheelhouse, but what made the project special was the combination of travel, portraiture, and storytelling, blending all the things I truly love about photography.

During my career, I’ve collaborated on many exciting international projects with Nadus, and this journey to Mexico was no exception. We’ve worked hard to build a compatible relationship in which they handle the video, I carry the still images and BTS, and together we balance the needs of the production seamlessly.

We set off in July from Lousiville, where both our teams are based, to Guadalajara, in the western state of Jalisco. From there, another hour and a half drive northwest brought us to our final destination, the notorious distilling town of Tequila, Mexico.

The town rests in a valley below the Volcán de Tequila, an extinct volcano, where agave plants grow wild along the rocky roads and make up most of the natural landscape in this region. The soil is enriched through the nutrients of the ancient volcanic ash, and it is said to add a citrus-like flavor unique to the liquor distilled in Tequila.

As we drive along the main street on the way to our accommodations, there is an array of bars, distilleries, and restaurants that cater to tourists and locals alike. It was easy to see how the agave plants have kept the economy of this town alive for centuries.

We arrived at the hacienda that would be our base for the next four days. A beautiful white, geometric building that styled blue stained glass windows, a bubbling fountain, and an array of plants in large clay pots throughout the open-air courtyard. 

The glass doors that lined the back of the house opened onto an expansive lawn where we could see the clouds rolling in the distance. To add to the experience, the Airbnb provided us with a private chef to ensure we were always fueled up for the day. It was the perfect place to be inspired while we explored the beauty of Tequila’s landscape and heritage.

As with most projects, we hit the ground running, hoping that our high spirits and excitement for the production could stave off any exhaustion from travel. We spent a few hours capturing the scenery walking through the agave fields and were met with a spectacular sunset.

It always pays to push through the first day, and our night ended as we ate under the stars, sharing a meal of tacos cooked over a fire in a cast iron skillet. It set the tone for the authentic Mexican flavor we wanted to express within Celaya’s brand narrative, and they were the best tacos I’ve ever had in my life.

I’ve worked with many football stars through my work with Water Boys, and they’re always some of the most animated and joyful subjects to photograph. At first, it seemed that these pro athletes had a hard time opening up in front of the camera in a natural way. While their careers had prepared them for face-time in commercial and advertising campaigns, this project centered around their family’s legacy and relationship with each other, which required a more intimate and reflective approach to portraiture.

I did my best to work within the boundaries of the subjects, taking breaks, scheduling portrait sessions ahead of time, and giving as much direction as possible to ease any tension on camera. Because Ryan and Matt are basically in retirement, they wanted this business excursion to be a fun experience and we all leaned into that philosophy for a stress-free production.

Typical of trips scheduled in summer, especially in locations like Mexico, the key to working through the extreme temperatures is to start early and end late, with breaks throughout the day to cool off. We began each day at sunrise and ended our nights at sunset, often sampling tequila at distilleries or alongside fresh meals in the Airbnb. We even photographed Ryan and Matt one night as they enjoyed a meal made by the private chef alongside a glass of Celaya tequila. Not only was it a great time, but it made wrapping up after the photo shoot the easiest I’ve ever experienced on any travel photography project. On this trip I packed light and only brought my Canon 5D Mark IV, a Canon EF 24-105mm f/4L IS II USM, and a Profoto B10 modified with a 39” Elinchrom Rotalux Deep Octabox, making all set up and travel easy to handle on my own.

A necessary location to hit on this campaign was the distillery, where we let the Kalil brothers put their athletic bodies to the test. Taking turns, they both chopped the piña (the bulb of the agave plant) using a tool called a coa, which looks like an axe with a rounded blade. We also had them carry the heavy piña over their shoulders as they picked from a pile of over 50. 

Matt and Ryan didn’t mind getting their hands dirty as they got to work shoveling the product onto heavy machinery. And despite their broad shoulders, they were fine navigating the narrow rows of barrels underground. As with many of the locations, we sampled some of their special tequila, which could only be reached by a worker climbing the barrels and straddling the top row nearly touching the ceiling.

One of the concepts that we storyboarded with from the beginning was finding rustic places and props that would appeal to the brand narrative of their family’s history and a tradition passed through generations. A few fixers and translators helped us determine what was feasible in the location, but we also improvised some of the scenarios, as a component of the trip was to capture Matt and Ryan in a documentary style as they experienced the region.

With the help of our fixer, we found an old-fashioned yellow Dodge pick-up that had a retro appeal but stood out against the green agave fields and blue skies. Taking the car up the mountains we shot aerials, stills, and film of Matt and Ryan driving, and I photographed a host of portraits of them inside and outside the truck.

While some planning went into procuring the truck, other elements happened organically. Driving through the mountains, we stumbled upon a cowboy working with horses and I captured some iconic images of him lassoing a young horse. 

In looking for a bar where we could shoot an indoor scene, we happened upon an establishment owned by a man and with a single patron who was the quintessential Mexican cowboy. We staged a poker scene with Matt, Ryan, the bar owner, and his mustachioed friend as the amber liquor glowed in the smoky light from their cigars. Our time passed with ease while the two brothers cracked jokes, arm wrestled, and shared stories that flowed as freely as the tequila itself.

Some historians believe the town’s name of Tequila comes from the ancient Mayan village Tequitlan, which translates to the “land of hard labor.” After spending a few days witnessing the farmers cultivate the piña from agave, I can agree that the moniker is well-earned.

When the agave is ready, farmers responsible for harvesting known as jimadores step in. The craft of the jimador is a traditional, deeply respected skill in Mexico, passed down from father to son, and skilled jimadores can unearth and trim a 100 lb agave plant in minutes. First, he removes the agave’s long spiky leaves, known as pencas. The remaining green parts of the cut leaves are trimmed to reveal the piña and are left behind to be tilled in the soil. We wore sturdy, closed-toed shoes while walking among the plants.

While driving around we found the ideal subject working outside, a man in a straw hat and a classic Mexican handlebar mustache. I photographed his work on a truck filled to the brim with the spiky pencas. As he walks through the seemingly endless rows, the tall plant comes up to his shoulders at nearly 6ft in height. Some agave plants have been growing to maturity for 5-7 years and others for 10-20. His hands required thick gloves to protect from the prickly parts of the plant, and our team had to be cautious walking among the fields, where the pencas stick out at all angles.

There’s something beautiful about the contrast between these teal succulents and the rich brown earth they grow from. When seen on the agave plantations, the pencas fan out diagonally in rows, creating a hypnotizing cross-hatching effect that extends into the distance. You can’t help but admire the agave’s adversity, growing in abundance in a dry and rocky environment. And as these plants thrive in the desert heat, they have created a community that can sustain itself through the demanding work of harvesting the pina for Tequila production. 

Celaya successfully launched its tequila in 2022 and has gained notoriety in Southern California, where the Kalil brothers live. In their efforts to honor the people who have kept the tradition of distilling alive, their company has worked to build homes in Jalisco and also donate to local charities in SoCal.

When I look back on my favorite projects, there are always common threads that help me to understand why I love being a photographer. Whether it's traveling to new places or the connections and stories formed along the way, my photographic style is shaped by each experience. ​​For me, this journey wasn't just about capturing images; it was about encapsulating the soul of a place, the relationship between two brothers, and a drink that transcends borders and time.