Social Media
Art Direction
2019-2021
Bud Light Mx
Brand System & Campaign Execution
The Challenge
During my time at draftLine Mexico, I led art direction for Bud Light, operating within a global brand system to develop and scale campaign-driven and always-on digital content.
I translated brand guidelines into high-performing visual assets across social media and digital platforms, ensuring consistency while adapting to diverse formats, audiences, and campaign objectives.
My work was closely aligned with marketing strategies, contributing to performance-driven outcomes through thoughtful visual decision-making and scalable design systems.
Category :
Art Direction – Digital Design
Client :
Bud Light
Start Date :
2019 - 2021
Agency :
draftLine
As part of Bud Light’s “Héroes de la Carnita Asada” campaign, this project focused on the creation of a branded product designed to enhance a key cultural ritual in northern Mexico: the carne asada.
The opportunity was to translate a strong cultural insight into a functional and memorable brand experience, extending Bud Light’s presence beyond traditional media into real-life interactions.
LOS HÉROES DE LA CARNITA
INSIGHT:
In northern Mexico, carne asada is more than food—it’s a social ritual that drives connection, identity, and community.
The campaign identified the “heroes” behind these gatherings—the hosts, grill masters, and organizers—as key figures to celebrate and empower.
“Héroes de la Carnita Asada” was developed as a brand platform for Bud Light Mexico, rooted in a strong cultural insight: carne asada as a central ritual of social connection.
The campaign positioned Bud Light not just as a product, but as an enabler of shared experiences, celebrating the people who make these moments happen.
I contributed to the art direction and visual development of campaign assets, translating the brand platform into a consistent and adaptable visual system across different formats and channels.
SOLUTION:
The visual language was designed to be flexible and scalable, allowing adaptation to various campaign executions while maintaining strong brand recognition.
The assets were developed with digital-first behavior in mind, prioritizing clarity, immediacy, and engagement in high-consumption environments such as social media.
MOTOHIELERA - SOCIAL CAMPAIGN
INSIGHT:
The campaign identified “the grill master” as the central figure of these gatherings—responsible for the experience, yet often burdened with repetitive tasks like carrying ice and drinks.
The motocooler functioned as both a utility product and a communication asset, designed to generate visibility, social interaction, and shareable moments across physical and digital environments.
I led the art direction and visual development of the content, ensuring that Bud Light’s global identity was effectively translated into a three-dimensional, functional object.
This involved adapting key brand elements—color, typography, and graphic language—to physical constraints while maintaining strong visual recognition.
SOLUTION:
The motocooler was conceived as a practical and symbolic solution: a branded mobility device that reduced effort while elevating the social experience, reinforcing Bud Light’s role as a facilitator of shared moments.
Refresh Your Game
This project was developed as part of a gaming-focused campaign for Bud Light Mexico, aimed at connecting with younger audiences through culturally relevant digital environments.
The challenge was to translate the brand’s identity into the gaming space, creating visually engaging and adaptable content for fast-paced digital platforms.
INSIGHT:
Gaming represents a key cultural space for younger audiences, where attention is highly competitive and content consumption is immediate and interactive.
The campaign leveraged this behavior to position Bud Light as part of that ecosystem rather than an external advertiser.
I developed a range of digital assets designed for social media, campaigns, and reactive content, ensuring visual consistency while adapting to different formats and platform requirements.
The work focused on creating scalable visual solutions that could evolve across multiple touchpoints, maintaining brand recognition while responding to real-time interactions.
SOLUTION:
Visual decisions were guided by the need to capture attention quickly, prioritize clarity, and enhance engagement in high-saturation digital environments.
The assets were designed to function effectively within performance-driven channels, balancing brand consistency with adaptability.
This body of work reflects the development and execution of a consistent brand system across multiple campaigns and touchpoints.
By translating Bud Light’s global identity into adaptable and scalable visual solutions, the work demonstrates how brand consistency can be maintained while responding to different contexts, audiences, and formats.