Deerfield, Ill.-based Beam Suntory Inc.’s Sauza 901 Tequila introduced its first digital media campaign featuring Founder and Co-owner Justin Timberlake, designed to motivate millennial consumers of legal drinking age to rethink the definition of premium tequila. The “Premium Remastered” year-long campaign shows how a pursuit of perfection doesn’t have to be pretentious and exclusive, but, like the brand’s founder, it instead can be approachable and entertaining, the brand explains.

The campaign showcases the Sauza 901 brand’s personality while engaging Timberlake’s social following. The creative establishes the parallels between the legendary Don Sauza, the father of tequila, and Timberlake, a modern-day pioneer whose creative visions redefine industry norms today, according to the brand. The campaign’s first video, “Don Sauza’s Diary,” combines a nod to the past with elements of the present, using a fictional diary as interpreted by Timberlake to bring to life the brand’s founder.