Corona Heritage
As Art Director working for a marketing agency, I led the development of an immersive experiential activation for Corona Beer. This project was designed to celebrate the rich history of the brand, connecting with consumers through nostalgic and engaging elements that harked back to the brand's roots established in 1925.
Creative Process
The creative journey involved delving into the deep and colorful history of Corona, drawing particular inspiration from the brand's original aesthetics and advertising elements from its early days. The design concept aimed to transport visitors to the feel of an old brewery, complete with authentic signs of weathering and age, thereby creating a tangible link to the past while engaging a modern audience.
Design Execution
In collaboration with the brand team and external vendors, we conceptualized and fabricated a modular experiential booth. This adaptable design allowed the footprint to adjust based on the venue, ranging from a full 20x20 space equipped with a seating area to a compact 10x10 setup focused on photo activations. Key elements of the 20x20 layout included:
Seating Area
Crafted to enhance comfort and prolong engagement, immersing guests in the essence of the Corona brand.
Photo Opportunity
Positioned to maximize social media sharing and digital impressions.
Central Tower
A hub for distributing themed merchandise, which I also designed, to boost brand visibility and consumer engagement.
Implementation
The activation was successfully rolled out at various outdoor sporting events and college campuses, effectively engaging audiences and fostering memorable brand experiences. The strategic design and interactive components of the booth not only increased in-person engagement but also amplified online interaction, spreading brand awareness across multiple channels.