Jose Cuervo is Mexico’s biggest tequila. So it was only right that we created a campaign to honour Mexico’s biggest holiday – the Day of the Dead. This is a time when the souls of the dead and the living celebrate side-by-side for one massive party.

In the campaign imagery, we showed living people revealing their souls through expression and movement. The soul itself being depicted by a traditional Day of the Dead calaca made up of light and colour. Which looks pretty deadly.

To achieve this awesome effect we drafted in renowned photographer Dirk Rees, who uses a very unique set of skills to achieve this. He captures movement through long exposures, photographing the models with and without body paint. We collaborated with Happy Finish to blend them together, before letting I Love Dust put the icing on the cake with detailed illustrations. We also worked with I Love Dust to create the unique ‘Jose Cuervo & Day of the Deads’ logo, which is used across all of our collateral, tying the whole campaign together.

Finally, we designed a bespoke Snapchat lens with eye-catching Day of the Dead filters. These are live in markets such as Australia, Spain and Germany to mark the occasion but can also be used worldwide through an exclusive lens published through secret parties, outdoor, social channels +POS.

The campaign went live across the world, from Australia to Dublin, and brought the Day of the Dead festival and Jose Cuervo to everyone’s attention.