MODELO'S "SALUD TO SUMMER"
I led creative on Modelo's Summer 2021 campaign, which the client liked so much that they have since re-upped the program for three consecutive summers -- garnering the brand and my creative team multiple awards for the vibrant creative suite, including two Hermes Creative Awards for a Promotional Campaign.
Our runner-up concept was basically created to try and evoke the fan-made "Modelo Time" meme, (without actually saying that in the headline or main visual, because of the legalities surrounding "Miller Time").
MODELO 2021 PROGRAMS PREVIEW
First up is a sizzle reel of Modelo's 2021 calendar of retail programs. I wrote and co-art directed the video which features an assortment of national programs I helped ideate and write for.
Below is a variety of key visuals for in-store/stadium materials for Modelo's partnerships with the L.A. Angels (MLB), L.A. Galaxy (MLS), Portland Timbers (MLS) and Las Vegas Raiders (NFL). The client wanted copy to convey the strong ties between each team's rituals/quirks and Modelo's "gold" and "fighting spirit" motifs.
SOME CONTEXT:
- The L.A. Angels are nicknamed the "Halos"
- "The Big A" is the nickname for where the Angels play, as well as for an iconic "A" sculpture in front of Angel Stadium
SOME MORE CONTEXT:
- "Rose City" is a common nickname for Portland, OR
- The Timbers' iconic living mascot "Timber Joey" uses a chainsaw to cut a slice (or "goal round") off of a giant log following each Timbers goal at home
NOTE: For the Las Vegas Raiders, the client specifically asked for a KV featuring an (unexciting) image of the team's new stadium (after moving from Oakland in 2020); you'll see this within our third concept, which I tried to liven up a bit with its copy...
Below are some seasonal/holiday Modelo banners I've written for fall, football season, Thanksgiving, the December holiday season and (for some reason) a hybrid holiday/football approach.
The following are a variety of key-visual concepts for a sweeps partnership between Modelo and UFC. Ultimately (no pun intended), "Walk Up a Winner" emerged as the winning concept.
