Casamigos Tequila — a premium brand founded by George Clooney and Rande Gerber — is hoping fans connect this summer with its House of Friends campaign.

An image from Casamigos Tequila’s House of Friends Campaign.

The campaign first appeared on the national TV show Extra last Friday, and then across all Casamigos social media channels and YouTube. “Casamigos” loosely translates to “house of friends.” For their first campaign, Casamigos is asking friends and fans of the brand to go out and document their own house of friends.

The tequila brand invited fashion photographer Jason Lee Parry to be the first to participate. The only thing Casamigos supplied were cases of Casamigos Tequila and the rest was up to Parry and his associates. What came back was the first amongst a series of candid scenes from a camping trip with old friends and new friends, according to the company. Lukas Nelson, son of Willie played some music, which was added to the YouTube video.

Fans are encouraged to post their own videos on social media and tag Casamigos. Brand founders George Clooney and Rande Gerber will view the submissions and a select few will be shared on the Casamigos social channels as part of the new campaign.

View the available campaign videos here and here.