Corona Agua Rifada
Category :
Art Direction
Client :
Corona Agua Rifada
Date :
2023
Agency :
draftLine Mx
01 . The Challenge
During one of Mexico’s most intense heat waves, the campaign aimed to position Corona as part of a culturally relevant moment rather than just another seasonal promotion.
The challenge was to create a visual system that felt refreshing, playful, and native to social media while maintaining the brand’s recognizable identity. A tactical campaign that refreshes consumers, both literally and emotionally, just when they need it most.
02 . The Solution
02 . The Solution
We developed a campaign built around a real-time, temperature-driven mechanic that transformed an extreme weather condition into a participatory brand experience. The idea was to connect heat, a shared cultural moment, with a tangible reward, creating a direct link between environment, behavior and brand interaction. Through thermal cameras installed in key locations, people could discover their body temperature and unlock product-based incentives, activating both curiosity and purchase intent. This physical activation was extended into a digital ecosystem, using the visual language of thermal imaging to create a distinctive and highly recognizable campaign system across social and promotional assets.
I worked on the campaign’s visual direction and digital execution, translating the creative concept into a cohesive visual system across different touchpoints. Responsibilities included art direction, layout design, adaptation across formats, and ensuring visual consistency while maintaining a fresh, platform-native feel.
The visual approach combined bold color contrast, expressive typography, and layered compositions to evoke heat, movement, and spontaneity.
The campaign aimed to help position Corona within a timely cultural conversation, translating a seasonal insight into a visually engaging social campaign with strong brand recognition and adaptability across platforms.
The result was a flexible, scalable campaign that combined real-world interaction, data-driven engagement, and culturally relevant storytelling to position the brand within a timely conversation.
