Modelo

Serving authenticity.

Rather than simply advertise around Día de los Muertos, Modelo chose to participate in the celebration authentically. We partnered with Mexican artists to create original artwork that blended the visual language of the holiday with the heritage of the brand, creating a meaningful connection between Modelo, its roots, and the communities who celebrate it.

The work honored a cherished tradition while reminding consumers that authenticity isn't something you claim—it's something you live.