THE ASK: Celebrate Hispanic Heritage as the preferred beer for Mexican-Americans.
OUR ANSWER: Communicate to our audience that Corona and Mexican-Americans belong together by centering their heritage and stories.
After carefully studying Mexican art alongside historians, I created a Mexican tile-inspired graphic. The client loved it so much that we built out four other product versions and
a TV spot.
In our TVC, we used Pat Benatar's "We Belong"—turning a modern classic into a Latin-fusion anthem that heroes Mexican/Latinx culture in America.
POS Elements
The following year, the client wanted to expand my tile design for Hispanic Heritage Month, with new visuals to represent different Hispanic countries.
I dug deeper into research to create more native tiles for each country.