Pacifico
National Cinco de Mayo Campaign
For Pacifico's 2026 Cinco de Mayo campaign, our team set out to create a bold visual identity that celebrated the holiday while keeping the product at the center of the story. The goal was to build an ownable creative world that felt distinctly Pacifico—vibrant, authentic, and unmistakably recognizable.
Inspired by traditional Mexican cantina signage, I developed a custom library of hand-drawn illustrations that established the campaign's visual language. The expressive artwork brought energy, personality, and cultural inspiration to the campaign while creating a flexible design system that could be applied consistently across retail, on-premise, digital, and social experiences.
To showcase our products, I partnered with 3D artists at 16-Bit to create a series of dynamic renders featuring Pacifico products bursting with splashing beer and celebratory movement. These custom CGI assets balanced technical precision with expressive storytelling, transforming the product into the hero of the campaign while reinforcing the excitement and energy of the Cinco de Mayo celebration.
The result was a cohesive national campaign that delivered a distinctive visual identity across every channel, creating a memorable brand experience that celebrated both the occasion and the product.
