Modelo
Cinco de Mayo Campaign
Inspired by the rich tradition of Mexican Talavera ceramics, we set out to create a distinctive visual identity that celebrated Cinco de Mayo while honoring the artistry and cultural heritage that inspired the holiday. The objective was to develop a vibrant, ownable creative world that felt unmistakably Modelo—elevating the campaign through authentic craftsmanship and modern design.
I began by developing a custom library of hand-drawn floral illustrations inspired by traditional Talavera patterns and thoughtfully adapted to reflect Modelo's brand identity. These original illustrations became the foundation of the campaign's visual language, establishing a flexible system that could evolve across every consumer touchpoint.
To bring the artwork to life, I partnered closely with our 3D artists to translate the illustrations into photorealistic ceramic tiles complete with hand-painted textures, dimensional glazing, and natural light reflections. Together, we created a modular library of custom Talavera elements that could be arranged and reconfigured to build unique compositions for retail, digital, social, and on-premise executions.
The result was a scalable visual system that blended traditional artistry with contemporary production techniques, transforming every campaign asset into what felt like a handcrafted piece of ceramic artwork while maintaining consistency across a national integrated campaign.
By combining hand-crafted illustration with photorealistic 3D production, we created a modular design system that could scale seamlessly across every campaign touchpoint while remaining rooted in authentic cultural craftsmanship.
