Xibalbá; Chingones hasta en la muerte, was the Cerveza Victoria´s campaign for the Day of the Dead in 2019. The lead agency was Ogilvy México, and the production house Mediamonks. In this campaign my role was as Art Director, illustrator and animator. 
That year, the campaign revolved around the mythology of Xibalba, the Mayan underworld, and the 6 houses that make it up. The campaign told us the story of Ikal, as he overcame the challenges that the underworld presented to him, to finally arrive where his loved ones in the afterlife were waiting for him, to share eternal rest. ​​​​​​​
Each image was created using a mix of illustration and photo montage. The intention was to give a mysterious and ethereal atmosphere, in line with the narrative of the campaign.
The graphic was used for OOH and digital media across all Victoria brand channels.
Cerveza Victoria México

Art direction
Photo compositing
Brand design
Creative direction
Jose Mario Muñoz, Rodrigo del Oso, Jorge Marrufo
Ogilvy / Mediamonks

Rodrigo Bonilla, Regina Cárdenas, José Pedraza, Adrian Pastrana

Marcelo Planchart

Diego Flores

You may also like