by Chuck Martin

Original article appeared on 10.7.2019 on https://www.mediapost.com/publications/article/341699/modelo-taps-ar-for-day-of-the-dead-campaign.html?edition=115605

Modelo is tapping augmented reality for an out-of-home campaign that activates art pieces the beer company is using in a Day of the Dead campaign.

The AR experience, created with Groove Jones, depicts traditional imagery on an oversized mural resembling a hand-painted portrait.

Pointing a phone camera at the mural activates the augmented reality features, converting the image to a three-dimensional one.

The campaign, running in Washington, D.C., Charleston, Miami and Ft. Lauderdale, was created using Web AR, so no mobile app is needed.