The campaign is entering it’s third year of life with new real life stories of hardworking folks – immigrants and non-immigrants alike – all embodying the fighting spirit.
The Fighting Spirit
It's what sets Modelo Especial apart.
This is probably the ad campaign I’m most proud of making. We had a chance to help craft an American voice for an august Mexican brand at a time when something like that is a particularly fraught challenge. The message “it doesn’t matter where you come from, it matters what you’re made of” is one we should all strive to adopt.
In addition to the broadcast campaign, I had the privilege to oversee social content for the brand as well as the launch of their first-ever US website.
Client: Modelo USA
Awards:
Effies Bronze
