Converse
Day of the Dead
Bringing Mexico to the world
Role
Art Director, Senior Designer
Year
2023
Client
Converse
Team
Alejandra Quintero, Lorenza Ramírez, Andrés Nieto & Gabriela de Abreu.
Challenge
Develop a visual concept for the “Day of the Dead” pack, to create photography assets for retail marketing worldwide.
Solution
Collaborated with social advocate Amber Hikes to celebrate each color of the More Color More Pride flag, with color-blocked environments, styling, and details that tie back to each cast member’s authentic Pride story.
Moodboard
I wanted to celebrate Mexico and stride away from the commonplace and symbolism of the Day of the Dead to stand out from the crowd.
Focusing on folklore and artistic aspects of Mexican culture, I decided to draw from renowned architecture, bright colors like Rosa Mexicano and the papelillo picado that adorns the neighborhood streets.
This allowed me to recreate Mexico in an image while staying withing budget and timeline -both very tight for this particular project.
