There’s something in… THE ULTIMATE NIGHT OF LIFE CELEBRATION
Client: Proximo (Asahi) // Social, 2023-now
Role: Art Direction, Social Content Creative
What I did:
Owned the creative evolution of this campaign for three consecutive years
Presented refreshed visual concepts to the client annually and managed the feedback process from pitch to delivery
Pushed the visual direction further each year — from original OOH animation to expanded social activations
Maintained brand consistency across all touchpoints while keeping the work culturally resonant
Inspired from Mexican culture’s iconic Day of the Dead, as opposite as the name sounds, this is the holy night we celebrate our lives and our spirits. Every year, Jose Cuervo releases a limited edition Day of the Dead bottle design for the occasion. We take on the mission to spread the celebration spirit to Japan market, with original OOH creation and a social campaign.
Our team’s aim for each year is to approach Day of the Dead with fresh perspectives, with different concepts, diverse execution and broad touch points. There’s always something new to excite our audience about the Day of the Dead!
DOTD’23:
The game of life
For 2023’s Day of the Dead, we magnified the concept of “The game of Life“ - an iconic board game in Japan - to honor the spirit of life. In the social media campaign, we crafted our original Jose Cuervo board game with highly niche drinking humors, then invited 2 KOLs to play the game while enjoying Cuervo for our bite-sized social content.
We also had a chance to create the original Japanese market’s OOH, where we utilize the global concept art and bring it into new life: a 30 seconds OOH animation that wowed all the spirits under Japanese busiest city streets.
Even POGO-san (the original concept artist) sent us a thank you for the amazing animation work inspired from his art!
DOTD’24:
The MARCH OF SPIRITS
For 2024, inspired from the global concept art of Mariachi band, we decided to take a brighter and more cheerful art direction for our Japan social content.
We continued with our work of OOH creation for Japan market this year:
guiding people into the march of joyful Mexican celebratory spirits.
DOTD’25:
awaken the fiesta
With 2025’s concept revolving around the Ofrenda - the altar that welcomes spirits on the Day of the Dead night. We wanted to bring a more holy, spiritually rich visual, but still exuding vibrance of the Cuervo brand to our Mexican culture loving audience.
We bring the spirits home - by inspiring our audience of a house party that can be as fun and high-spirited with good food, good friends, and good Cuervo drinks. The party was captured under a much raw and candid vision, showing the genuine fun and joy of a great party!
