MODELO – Celebra la Vida

Día de los Muertos – the Day of the Dead – is a Mexican holiday celebrating those who have passed. The revelry is based on the notion that death is just part of the circle of life! So what better way to reinforce this than with a series of looping GIFs that also loops as a :60 music video? A circle within a circle within a…well, you get the point.

We were tasked by our amigos at Ogilvy with creating a non-character based visual language, which we defined through the following categories: (1) papercraft marigolds, (2) decorative skulls, (3) hand-lettering, (4) papel picador banners, and (5) gold foil-wrapped objects.

We also developed an opening and closing concept, using the Modelo bottles as a portal into the world of Día. These parameters along with an approved color palette and trusting clients set the stage for some experimental stop-motion animation, one frame at a time.

Our editor sequenced and synced all of the hand-crafted vignettes to the custom song, enabling our cel-animators to take a quick pass prior to the color grade. In no time at all, “Celebra La Vida” was circulating socially, where it broke 500,000 views in the first week on Instagram alone. A reason to celebrate, indeed!




Client: Grupo Modelo S.A.B. de C.V.

Agency: Ogilvy

Animation Company: The Mill
Creative Director: Jeff Boddy
Executive Producer: Addie Pampalone
Production Coordinator: Kate Ryan
Design: Anzie Lee, Adrian Navarro, Devin Hayes, Matt Darnall
Papercraft Artists: Anzie Lee, Adrian Navarro
Animation: Anzie Lee, Adrian Navarro, Devin Hayes
Editor: Charlotte Carr
2D Artist: Jonathan Freeman
Executive Producer, Colour: Laurie Adrianopoli
Colour Producer: Dan Butler
Colourist: Mikey Pehanich
Colour Assist: Lindsey Mazur
Director of Photography: Dan Frantz, Addison Wright