Modelo POP
Campaign
Cinco de Mayo Environmental Design
Agency
Upshot
Task
Campaign Concept
Environmental Design
Agency
Upshot
Task
Campaign Concept
Environmental Design
Agency
Upshot
Task
Campaign Concept
Environmental Design
The Challenge
Cinco De Mayo has become extremely… Americanized. Find a way to bring the holiday back to its Mexican roots through a truly authentic strategy and visual approach.
The Solution
Working with a team of retouchers and studying a number of Mexican mosaics, a Modelo-inspired celabratory mosaic was created. The initial concepts we’re designed by myself, while the retouchers took the realism to the next level.
The Outcome
A truly authentic look and feel that brings the beverage displays right to the streets of Mexico. A mix of festive brand colors and shapes brings just the right amount of energy while staying rooted in the true spirit of the holiday.
A rudimentary mosaic sketch was the initial catalyst for this concept. This concept was chosen by the Constellation Brands marketing team from a pool of numerous designs.
Concept Refinement
The concept was locked in, but Constellation Brands called for a different visual direction. I continued with some quicker, half-baked ideas that all varied in composition, color, and feel. In the end, we chose the white concept that felt the most sophisticated, yet celebratory.
Final Signage Suite
Working with a team of retouchers, the below, floor-decal was created and used as the cornerstone graphic. We landed on a strategy that would allow us to plug in different sections of the mosaic based on the size and shape of each display piece. Check out the suite of displays below.
Featured Spotlight
At Upshot Agency, one campaign is chosen from the numerous teams to be featured on the spotlight wall. The Modelo Cinco De Mayo campaign was chosen and showcased for a few months near the entryway.
In the Wild
