Beefeater was the #1 spirit brand in Spain and consumers were being drawn to smaller brands with a younger image. We needed to give Beefeater a fresh kick to maintain its leadership.

We partnered with Spanish gastronomy’s enfant terrible, David Muñoz, challenged him to change the way we drink, and invited consumers to a journey: BeefeaterXO. A 50-minute experience recreating David's own gastronomic reinterpretation of Ulysses' Odyssey traveling through Bangkok, Bombay, Venice, New York, and London. 

Because we wanted to scale up the experience and make it accessible to all potential consumers in Spain, we created a virtual reality film that took the hero's journey beyond physical space, inviting the viewer to experience the story from within.