Victoria is a brand that has always been proud to celebrate its heritage, especially on Día De Los Muertos—one of the most authentic Mexican holidays. To honor this tradition, we created a campaign featuring limited edition packaging designed by Mexican illustrator Tavo Montañez to spotlight one of the holiday's most iconic characters, La Catrina. La Catrina showcased the core belief of the holiday; for one day, the border between the spirit world and the real world dissolves, and the dead can rejoin the living to celebrate with their loved ones.
La Catrina was featured across primary and secondary packaging, social and digital displays, and an AR experience that allowed for consumers to engage further with the packaging.
32 oz Primary Packaging
Primary Packaging
Secondary Packaging
Augmented Reality Experience
Select Retail Displays
Agency: Upshot Agency
Creative Direction: Gaba Gonzalez, Laurent Varlet
Art Direction: Allie Musial
Design: Mostafa Abdelmawla
Illustration: Tavo Montañez
Animation: Groove Jones