I was contacted by BBDO to direct digital ads for the launch of Coronita, a new presentation of the classic 1L Corona.
The brand was undergoing a major strategic shift for this launch, moving away from its top-of-mind association with summer, beaches, and vacations. The objective was to expand Coronita’s use case into urban settings and after-hours consumption.
We produced a series of animations, including social media ads and unskippable 7-second YouTube bumpers, to communicate this key shift in the product’s relationship with consumer habits.
An in-depth look development process was carried out to align with the client and stay true to Corona’s historic branding, as this was the first time Corona consumers would be represented in animated form. We worked closely with BBDO, exploring a wide range of visual styles for the characters ( from 1950s Hanna-Barbera–inspired illustration to Russian Constructivism) until we landed on the final look.
Under the concept "Relax a Little," the campaign introduced a consistent visual style that expanded on Corona’s existing brand guidelines, helping the brand adapt to this new urban, nighttime setting.