Constellation Brands worked with Groove Jones to expand upon the award-winning interactive Dia de los Muertos mural we had previously created for them in 2019. The digital campaign supports an in-store and OOH program for Dia de los Muertos.

The initial mural’s success came to life through Augmented Reality. The goal was to build a digital world inspired by the mural, allowing users to explore and engage with the traditional holiday celebration in a revolutionary format.

Constellation Brands envisioned an expanded 360-degree environment centered around the Dia de los Muertos original mural, allowing users to enter the world. Groove Jones successfully delivered on this vision, enabling users to tap and explore various facets of the scene, immersing them in the Dia de los Muertos celebration. Users can capture images, record videos, and explore the various attractions within the digital realm.

In addition to the main mural on an ornate altar, new components were introduced: a selfie booth allowing users to take pictures with friends immersed within the 360 environment. Consumers are invited to enter the Dia de los Muertos world after entering their birthday, ensure they are over 21, and also choose their preferred language: English or Spanish, fostering additional inclusivity for all Modelo fans.

A standout element was incorporating a photo/video capture feature within the scene, allowing users to capture memories with friends. Additionally, the selfie mode framed users against a floral altar, adding a personal touch to the experience.

Production Breakdown:

Creating a Dia de los Muertos World

The Groove Jones team worked in tandem to breathe life into Modelo’s 2023 Dia de los Muertos AR experience.

Creative Concept: Guiding the project’s conceptualization, the creative concept team initiated a comprehensive Dia de los Muertos world scene layout. They also produced an intricate previz animation guide, providing clear direction for our animation team.

Design: The design team meticulously crafted the mobile platform’s user interface and experience, ensuring an intuitive interaction.

Development: Our skilled developers took charge of the technical execution, using the 8th Wall SDK to enable Web AR to deliver a mobile experience without a mobile App.

Audio: The audio team curated a rich auditory experience, carefully selecting an original composition from a music library and enhancing it with a bespoke sound effects track.

Computer Graphics: The CG team was pivotal in crafting and texturing new assets, ranging from the detailed background elements to the ornate altar cradling the mural.

Together, the dedicated efforts were instrumental in ensuring optimal performance. Check out the experience yourself – https://modelomural.com