I led versioning for Modelo's Hispanic Heritage campaign, adapting core creative into layouts built around key moments in Mexican culture and tradition. The work covered a national evergreen version alongside Father's Day, Mother's Day, Fiestas Patrias, and Easter, each version speaking to its occasion while staying true to the brand.
I worked closely with creative and account to shape how messaging, imagery, and layout shifted from one version to the next, then built out the full set for both on premise and off premise use.
The result was a campaign that felt personal to each occasion, but unmistakably Modelo.
