Cerveza Modelo
Category :
Art Direction
Agency :
draftLine Mx
Date :
2023
Client :
Cerveza Modelo
01 . The Challenge
Create a visual campaign that reinterprets male vulnerability, connecting emotionally with the consumer through an intimate and thoughtful approach.
In this campaign for Cerveza Modelo, I developed the key visuals based on the concept that breaking is also a way of finding oneself. Inspired by the Japanese art of kintsugi, transforming fractures into symbols of growth, strength, and authenticity.
02 . The Solution
I designed a series of graphic pieces depicting the Modelo family, mended with gold, as if each past experience or wound were part of a constantly transforming sculpture. The visual proposal is sober, elegant, and symbolic.
